Xero doubles down on commitment to customers, unveils new tagline and campaign
Global SME management platform Xero has introduced a new tagline as part of a brand refresh, reflecting a deeper commitment to customer success and growth.
For the third time in the company’s history, Xero is realigning its brand promise to better express the value it provides customers today and in the future.
Partnering with brand consultancy Interbrand, and leveraging their network across Sydney, London, and New York to build an authentic global positioning, the platform understood it needed to remind customers that it empowers them, with the new tagline, ‘Your Business Supercharged’.
James Kyd, executive GM of brand and marketing at Xero, said the platform is more powerful, personalised, and automated than ever before, and ‘Your Business Supercharged’ synthesises the overall benefit.
“Small business owners know what’s best for their business and accountants and bookkeepers play a pivotal role in helping realise these aspirations,” he explained.
“‘Your Business Supercharged’ reflects this while also acknowledging the role Xero plays – by providing an intuitive platform, actionable insights, and access to an expert community.”
With large scale research, supported by Insights Exchange, and feedback from SMEs and their advisors, Kyd said it was crucial to ensure the platform continues to resonate with the needs and aspirations of its customers.
“They expressed a strong belief that ‘Your Business Supercharged’ effectively captures how Xero can help them to unlock growth and achieve the freedom they desire,” he said.
Interbrand’s senior strategy director, Sam Ashken, added: “Small business owners crave control, and they want to feel that they have the specific support they need for their business. Accountants and bookkeepers want to help their clients grow. These insights are true around the world, for current and potential Xero customers alike.
“We are delighted to have collaborated with the Xero team around the world to develop their new global brand platform and are excited to see what’s next.”
‘Your Business Supercharged’ will be brought to life via a marketing campaign across Australia, New Zealand, the UK, US, South Africa, Canada, and Singapore.
Credits:
Xero
CMO – Michael Strickman
EGM Brand & Marketing – James Kyd
VP Growth Marketing NA, Global – Amy Murphy
Head of Brand Strategy, Global – Alex Haigh
Senior Marketing Manager, NA – Patrick Razon
GM Growth Marketing, ANZ – Bianca Welch
Head of Brand & Small Business Marketing, ANZ – Jenna Collard
Senior Marketing Manager, ANZ – Deepika Lanigan
Senior Marketing Manager, ANZ – Nicky Bentley
Creative Agency – The HUB at Xero
Creative Directors – Shane Hurt & Jake Wheeler
Senior Copywriter – Brad Donovan
Senior Art Director – Alex Downey
Art Director – Sloane Dougherty
Designer – Hannah Boekhorst
Lead Producer – Joel Walden
Producer – Erika Rozecka-Lewis
TVP Producer – Honae MacNeill
Australia:
Production Company – Hooves
Executive Producer – John Pace
Director – Gustav Sundström
Producer – Bella Millikin
Retouching – Electric Art
Music & Sound: Rumble Studios
Offline Edit – Elias Nilsson/Business Club
VFX & Compositing – ThingFX
Colourists – Crayon
Online – Mr Fox
New Zealand:
Consumer research – The Purpose Business
Casting – Catch Casting
South Africa:
Film production support – Orange Films
Photography – Melanie Cleary
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Campaign
Insights Exchange
Interbrand
James Kyd
rebrand
Sam Ashken
small business
SME
tagline
Xero
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