October 18, 2006
Branding: Cisco Hits a Triple Play
Cisco Systems is spending $100 million to move from being the brand name of choice for "Internet systems building equipment" into the brand name people think of for “voice, video, data, wireless products”.
This very admired but not well known $28 billion company seems to be meeting the challenge admirably by changing and repositioning its brand name on the back of a super-provocative ad campaign. It’s also introducing some interesting new products and, significantly, trademarking the name “Triple Play.”
On top of all that, it has a great new tagline, Welcome to the Human Network, that leverages its history as a networking company and looks forward to the inclusion of “humans."
Cisco’s revamp of its brand identity is a case study in how a big behind-the-scenes brand name brings itself to consumer’s attention. The Speak Up blog has an excellent succession of graphics that shows the evolution of the Cisco Systems logo and the evolution of the name itself to the more user friendly (and logo friendly) Cisco.
The new logo, a revamped bridge that in many ways “bridges” Cisco’s old and new identities, has been redesigned to be both attractive, modern, and, importantly, more visible on small devices.
Cisco’s Triple Play is also a major move into what many feel is the holy grail of multimedia: a “triple play” of mobile phone, video and Internet service.
Cisco’s claiming the term is a huge step forward for this brand and, if what they actually offer is on the target, probably the product name that will help bring this brand to the forefront of consumer awareness.
Well played, Cisco.
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