Cisco Changes Everything With New Branding Campaign

A corporate brand should speak much about the mission and differentiation of a business and should be the first thing that comes to mind of a customer when they think of a business. Not only the image (though it is certainly important), but rather the feelings and associations it causes. Contrary to popular belief, B to B brands are as important as the B to C brands, although executions and objectives are different. Today, Cisco Systems CSCO -1.90% is the launch of a global brand campaign supporting the new positioning of the company.

Cisco Systems is positioned as a "leader and visionary network of global technology of tomorrow." The company knows they need to strongly link the leadership of networking with being a visionary technology. Cisco intends to manage this with a new brand campaign on all channels. After obtaining a careful review of the new brand campaign, aptly titled, "there has never been a better time," I think the right is directional and could take them where they want to go. It is a new era, exciting for the company with new management and new opportunities and I think they finally got the right expression of the brand and performing representative and buyers who want to attract.

A campaign of "optimism of Technology"

overall digitization is changing the way the world sees business models, products and services. Cisco Systems believes that if the technology can be an interrupt controller, but also turnkey solutions in his words, by connecting all they can "do it all." There may be terrible things happening everywhere, but Cisco wants to show how technology can have a positive impact on the world, using an optimistic tone. Millennials like that and I do not think this will alienate others.

Cisco new brand campaign focuses on a wide range of examples of real-world customer stories of how Cisco technology is changing and improving lives, industry people and, some cases, whole countries.