Xerox is undergoing a brand makeover in efforts to transform themselves from a corporate firm to a friendlier personal IT technology firm. I personally think that its a great move on their part as they have a great corporate backing, established sales channel and marketing verticals.
The new branding is softer, friendlier and incorporates the web 2.0 feel. I personally welcome the change and do believe that it will help Xerox gain market share from competition such as HP, Canon, Ricoh and others.
Reference: http://www.businessweek.com/innovate/content/jan2008/id2008014_152649.htm
