This is the new logo that Xerox has just spent a large amount of money on. (Source: B2B Marketing Online)

According to their marketing chief it solves the problem they have had for the last 10 years of wanting "...to shake off the unapproachable tag that we seem to suffer from...and project ourselves as the friendly, dynamic company that we are."

Coca-Cola on the other hand is pushing even further into the realms of social media. (Source: MyCustomer.com). This is what the head of digital marketing at Coke said "...With the increasing sophistication in the digital world and virtual environments, we knew it was time to create a richer, more lifelike experience for MyCoke.com members..."

Read those words again and compare what it shows....

Project ourselves (Xerox) v lifelike experience for MyCoke.com members (Coca-Cola).

Now who is already engaged with customers? Who is in conversation with its community? Who has a community?

Now given the choice of investing possibly millions of $ on a new logo or on social networking communities what would you spend you money on? What do you think would give the best ROI? A new logo or an enhanced experience for a customer?

I know where I would spend the money if it was in my budget.