RSSCisco Looks to Increase Public Image
By Ed Oswald | Published October 5, 2006, 4:54 PM
Cisco began a $100 million campaign Thursday to increase its public image and make the brand a household name. Among the changes is a new logo, as well as a new slogan focusing on what is called the "Human Network."
The company found through focus groups that it had a lower brand awareness than many other technology companies, despite in some cases generating far more revenue. Thus, it has decided to launch a large media campaign, including newspaper, television, Web and mobile phone ads.
Products that the company produces would take a back seat as would its focus on corporate customers. Instead, Cisco will market its role in connecting the everyday consumer together. While they would not necessarily buy Cisco's products directly, there is an ulterior motive for the company.
Cisco is betting that by the consumer knowing more about its products, it could potentially in turn influence employers -- the company's traditional customers -- to purchase Cisco products.
The logo change also has a lot to do with its new consumer-centric push, the company said. Cisco executives explained the new logo is simpler, which allows it to take up less pixels and is easier displayed on communications device displays.
Bugger... I've just recently got my certificates for CCNA and then they rebrand with a new logo...
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|Cisco could start by charging less for routers and switches, HP is literally eating their lunch in this market. (not that I'm complaining ;-)
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|I'd be more impressed if they charged the same but actually improved the hardware, something like Foundry. Foundry can run every interface at max speed in both directions without dropping a packet because the backplanes were actually designed to handle that level of traffic. Foundry's salespeople also aren't nearly as slimy.
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|"HP is eating their lunch" - YEAH RIGHT!
Cheap IT managers who don't have any idea about setting up a quality network can continue to use consumer grade switches with there Linksys wireless access points.
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|"Cisco began a $100 million campaign Thursday to increase its public image and make the brand a household name."
And what are they hoping to sell them to recoup this ? Mp3 players ?
"Among the changes is a new logo ..."
That should do it ....
"... as well as a new slogan focusing on what is called the Human Network."
Right ....
So where is the money coming from ?
"Products that the company produces would take a back seat as would its focus on corporate customers. Instead, Cisco will market its role in connecting the everyday consumer together."
To advertise to the household and offer them nothing to buy and hope that when they shop at Walmart/Asda there will be more of a chance they spend heavily with Cisco ?
"Cisco is betting that by the consumer knowing more about its products, it could potentially in turn influence employers"
Betting with $100 million to do this .... Good luck !
"The logo change also has a lot to do with its new consumer-centric push, the company said. Cisco executives explained the new logo is simpler, which allows it to take up less pixels and is easier displayed on communications device displays."
Does it look like an apple with a bite taken out ?
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|well ya know...some companies do this without having to advertise for products...
I'm not sure exactly how they work advertising in europe...but i'm sure it's similar in the US.
Companies can just get their name out there by supportin PBS broadcasts, public service announcements...etc.
come on, give them a break :p
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|"And what are they hoping to sell them to recoup this ? Mp3 players ?
"
My guess would be telephones seing as they are a major manufacturer of IP telephony products.
"Betting with $100 million to do this .... Good luck !"
Not true, my Boss hears about Cisco and then asks why dont we have Cisco equipment,
My boss watches 24 and then asks why we dont have those cool video phones like on 24 (which are huge product placement for Cisco)
"Does it look like an apple with a bite taken out ?"
no it looks like the old logo just smaller and rounded.
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|You'll be seeing a lot more consumer-based products coming from Cisco. Just look at the recent acquistions--Scientific Atlanta (cable boxes), Linksys (phones and home routers/wireless), and KISS (networked DVD players and tv's). So, if Cisco acquires a receiver manufacturer, then you can literally have your phone, tv,cable box/networked dvr, music, and network in your home. I'd say the consumer has a pretty big voice at that point... Also, if you want to see the logo, just go to www.cisco.com .
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