1. Brand. Reimagined
May 2016

2. The World is Changing Billions of Connected People and Things1
Billions of Connected People and Things 2
Digitization Creating Massive Opportunity 3
Customer Experience More Important Than Ever 4
Businesses Have to Transform
The network and the internet have transformed the world
Billions of people and things are connected globally
Period of unprecedented growth, opportunity and change
Digitization is forcing organizations to reimagine business models, products and services
Customer Experience is a critical differentiator
Companies are asking: How can we deliver an amazing customer experience?
Our customers are looking for a partner to help them navigate this changing world
Time for new Cisco point of view

3. We Spoke to Our Stakeholders
We started by asking internal and external audiences
What’s their point of view on Cisco and the world
Despite challenges, business leaders believe technology plays a crucial role
Solves biggest problems
They are tech optimists
Looking to us for help
It was clear, our message had to be a positive one
Optimism, the glass half full
Technology can solve so much if applied the right way

4. Then January hit
Zika, stock market, conflict around the world
Was this really the right time for a message of optimism?

5. Customers said…
“Technology is the Single Most Important Driver of Change in the World.”
US 84%
BRA 78%
FRA 73%
GBR 77%
DEU 82%
So we did something radical…took the creative to our customers and partners
Was this the right time?
Unanimous…optimistic, positive
Technology largest driver for change…
Global agreement

6. Networking Leader and Technology Visionary
Campaign Objective
Position Cisco as the…
Networking Leader and Technology Visionary
Cisco has earned credibility, 30+ years as reliable network powerhouse
New Brand campaign needed to build off that…
Position Cisco as…Networking Leader and Technology Visionary

7. We Securely Connect Everything to Make Anything Possible
Our Brand Promise
We Securely Connect Everything to Make Anything Possible
Before building campaign…needed solid foundation
Guiding star around which everything focuses
Along w/ Cisco Exec Leadership team…
New brand promise.
Commitment to stakeholders…what we are fundamentally about
Fits with our company vision and strategy

8. TIME THERE’S A BETTER NEVER BEEN
We believe…there’s never been…a better time
Solve tough challenges in business and society with technology
Our theme will…
Share stories of innovation, inspiration and social responsibility
Demonstrate how Cisco securely connects everything
Anything is possible
Embracing the sense of optimism…
Idea: Powerful, innovative technology — applied in smart and unique ways — can solve any problem the world is facing. 

9. Campaign Framework
Position Cisco as the Networking Leader and Technology Visionary
Objective
We Securely Connect Everything to Make Anything Possible
Brand Promise
Technology Optimists
Target Audience
Technology is the Driving Force for Change in the World
Mindset
First Phase: Digital Biz, Core Networking, Security, CSR
Cisco Tech Focus Areas
Optimistic, Confident, Ambitious, Courageous, Inspiring, Provocative, Succinct, Human
Tone
New brand promise…new stakeholder-supported theme…
Began building the campaign
Objective: Position Cisco as the networking giant and technology visionary.
Audience: Technology Optimists. These are people whose mindset is that technology is a driving force for change in the world. Tech Optimists believe technology strategy and business strategy are the same thing. Like us, they are not naïve about the world and the challenges we face, but they believe that with the thoughtful application of technology we can solve big problems.
Focus Areas (From Brand to Demand): Networking, Digital Business, Security, and Cisco Corporate Social Responsibility. Additional technologies will be emphasized throughout the campaign
Voice/Tone: Optimistic, ambitious, courageous, inspiring, provocative, succinct, and human. This tone will be reflected across the campaign, both visually and verbally.

10. A New Kind of Cisco Brand Launch
Based in Customer Success
Country-Led
Mobile and Digital First
Omni-Channel Journey
Socially Driven
Agile Marketing
Embracing Our Partners
Designed for Audience Engagement
Based in customer success: Stories of innovation, inspiration and social responsibility
Country led: Launching around the world in 12 countries in a follow-the-sun model beginning with Australia, May 3rd local time
Mobile and Digital First: Optimized for our audiences when and how they consume information, particularly on mobile and digital platforms.
Push notifications per country (follow the ‘Sun’ model), campaign stories, hub, and global cisco.com homepages are built with ‘responsive web’ to support both smartphone and tablets
Omni-channel Journey: Seamless journey from brand to demand
Socially Driven: New media partnerships with Twitter, LinkedIn and Facebook. Employees engaged through social.
Agile Marketing: Launched in 12 countries in 2 months, and iterative based on success
Partner Activation: Activating partners like never before with joint marketing, training, assets
Designed for audience engagement: Our key real-time measure is audience engagement, which we will measure, test and optimize against on a daily basis in all our key markets.

11. Examples of the new ads. Each of these images has a customer story behind it. Visit the Cisco website to learn about these stories and more.

12. More information: We Are Cisco - Our Brand Page