‘Business, but better’ at the heart of Xero’s transformation, says marketing director
“We have a bit of fun and we don’t take ourselves so seriously as a brand. I think accounting software can be largely perceived as boring, but it doesn’t have to be.” Marketing director Vladka Kazda talks to Mumbrella’s Calum Jaspan on the brand platform at the heart of everything Xero does, and how the company is planning on dishing out a tax rebate on some of small business owners biggest emotional tolls.
Accounting software firm, Xero, is moving forward with its ‘Business, but better’, brand platform, and by doing that wants to give back to customers that have felt the strain over the past 18 months.
Vladka Kazda, marketing director of Xero Australia tells Mumbrella that this brand platform underpins everything Xero is about these days since the switch from a business-to-business, to a business-to-user model.
“‘Better’ is actually engrained in everything that we do, if you think about our purpose, which is to make life better for our communities, their advisors, et cetera, and then ultimately… You are never really done when it comes to better. There’s always a desire to improve.”
Founded in New Zealand in 2006, the online accounting platform made for small businesses now has over 2.7 million users globally, with 1.12 million Australians signed up.
