A few weeks ago our company posted our views on xerox and their new brand revision. More recently I ran across an article (blog) that one of my favorite branding experts, Laura Ries had written. I encourage you to read to get her perspective on xerox's decisions. She makes some very interesting points regarding when a re-brand is necessary versus hanging on to a old dog and expect to be able to teach it some new tricks. http://ries.typepad.com/ries_blog/2008/01/after-a-brand-o.html