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Most companies would celebrate if the entire world adopted their product name to describe an essential business activity. Not Xerox. For decades they've tried to kill the use of "xerox" as the standard term for "photocopying"--and instead have tried to broaden the brand into office automation and various kinds of computing. Meanwhile, they've had dwindling market share in what used to be called "xerox machines."
Lesson: Once you're a household name, declare victory and move on.