1. Sounding like Cisco
Using our words to fulfill our brand promise
Michael Lenz
Director, Brand Experience Design
@sanfret
Anelia Varela
Creative Director, The Writer
@TheWriter
October 2013
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2. For us, customers come first and an integral part of our
DNAThis deck is scrubbed partnerships and
is creating long-lasting customer of
working with them to identify their needs and provide
confidential material. If you
solutions that support their success.
would like a briefing on the
complete material and opportunity for our
We create unprecedented value please
customers, employees, investors and ecosystem partners
contact yourworldwide leader in networking Cisco Account
and have become the
Manager or mlenz@cisco.com
transforming how people connect, communicate and
collaborate.
to arrange one.
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3. Harvard Business Review - Steve W. Martin Aug 22, 2012
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4. [ play ]
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5. © 2013 Cisco and/or its affiliates. All rights reserved.
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6. Awareness
Solutioning
Implementation
HERO
Post-Implementation
HERO
PLEASED
PLEASED
NEUTRAL
NEUTRAL
“Lack of easily accessed, and
clearly written documentation.”
DISAPPOINTED
IRRECONCILABLE
© 2011 Cisco and/or its affiliates. All rights reserved.
DISAPPOINTED
IRRECONCILABLE
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7. © 2013 Cisco and/or its affiliates. All rights reserved.
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8. PwC
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9. For us, customers come first and an integral part of our
DNA is creating long-lasting customer partnerships and
working with them to identify their needs and provide
solutions that support their success.
We create unprecedented value and opportunity for our
customers, employees, investors and ecosystem partners
and have become the worldwide leader in networking transforming how people connect, communicate and
collaborate.
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10. Cisco now
Old. Old. Cold. Blather. Spin. Jargon. Expansive. Complicated.
You do what?! Introspective. Pompous. Same old, same old.
Unfriendly. Knowledgeable. Techy. Vanilla. Stale. Unimaginative.
Cacophony. Passionate. Engineers. Confused. Confusing.
Condescending. Genuine (sometimes). Selfish. Unclear.
Acronyms. Garble. Blah, blah, blah. Mature. Platitudes.
Corporate. Boastful. Buzzword bingo. Lots of syllables.
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11. Cisco now
Old. Old. Cold. Blather. Spin. Jargon. Expansive. Complicated.
You do what?! Introspective. Pompous. Same old, same old.
Unfriendly. Knowledgeable. Techy. Vanilla. Stale. Unimaginative.
Cacophony. Passionate. Engineers. Confused. Confusing.
Condescending. Genuine (sometimes). Selfish. Unclear.
Acronyms. Garble. Blah, blah, blah. Mature. Platitudes.
Corporate. Boastful. Buzzword bingo. Lots of syllables.
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12. What people want
Short!
Confident... but not arrogant
Friendly... but not cute or casual
To talk about now, and the future
Simple intelligence
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13. © 2013 Cisco and/or its affiliates. All rights reserved.
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14. © 2013 Cisco and/or its affiliates. All rights reserved.
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15. © 2013 Cisco and/or its affiliates. All rights reserved.
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16. “As the network becomes the platform for fostering
communications and innovation, many global enterprise
customers are demanding enhanced skills and
capabilities from Cisco partners along with the ability to
deliver solutions in multiple countries,” said Edison Peres,
senior vice president of worldwide channels at Cisco.
"By expanding the geographic scope of its Cisco
certifications, [Partner Name] is furthering its rank among
the industry’s elite.”
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17. “As the network becomes the platform for fostering
communications and innovation, many global enterprise
customers are demanding enhanced skills and
capabilities from Cisco partners along with the ability to
deliver solutions in multiple countries,” said Edison Peres,
senior vice president of worldwide channels at Cisco.
"By expanding the geographic scope of its Cisco
certifications, [Partner Name] is furthering its rank among
the industry’s elite.”
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18. COBC
CAC
GTRC
© 2013 Cisco and/or its affiliates. All rights reserved.
HRMS
NEO
CEC
HRC
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19. This proposal is being provided by a Cisco authorized
reseller utilizing a Cisco solution. Certain technical and
other information in this response may have been provided
by Cisco; however, nothing herein shall be construed as a
quotation or offer to contract directly with Cisco. The Cisco
logos, trademarks and other information provided by Cisco
appear in this response with Cisco’s permission and are
proprietary and confidential information of Cisco Systems,
Inc. All other information, including any pricing information,
is provided by the Cisco authorized reseller and not by
Cisco, and any relationship resulting from this response will
be directly with such reseller and not Cisco.
© 2013 Cisco and/or its affiliates. All rights reserved.
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20. This proposal is being provided by a Cisco authorized
reseller utilizing a Cisco solution. Certain technical and
other information in this response may have been provided
by Cisco; however, nothing herein shall be construed as a
quotation or offer to contract directly with Cisco. The Cisco
logos, trademarks and other information provided by Cisco
appear in this response with Cisco’s permission and are
proprietary and confidential information of Cisco Systems,
Inc. All other information, including any pricing information,
is provided by the Cisco authorized reseller and not by
Cisco, and any relationship resulting from this response will
be directly with such reseller and not Cisco.
© 2013 Cisco and/or its affiliates. All rights reserved.
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21. © 2013 Cisco and/or its affiliates. All rights reserved.
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22. © 2013 Cisco and/or its affiliates. All rights reserved.
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23. © 2013 Cisco and/or its affiliates. All rights reserved.
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24. Source: Flesch-Kincaid Readability Index
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25. Source: Flesch-Kincaid Readability Index
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26. Source: Flesch-Kincaid Readability Index
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27. 100
understood by 4th grader
73
easy to read email from our CMO
60
our target
58
The Economist
52
Time magazine
46.8
36.3
our current average
where we started
32
Harvard Law Review
Source: Flesch-Kincaid Readability Index
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28. © 2013 Cisco and/or its affiliates. All rights reserved.
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29. © 2013 Cisco and/or its affiliates. All rights reserved.
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30. © 2013 Cisco and/or its affiliates. All rights reserved.
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31. Only Cisco has the actionable imagination
to seize the opportunities of tomorrow by
proving that amazing things can happen when
you connect the previously unconnected.
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32. One voice, three principles
CONTENT
STRUCTURE
TONE
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33. We make amazing things happen by
connecting the unconnected.
We don't just dream it. We do it.
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34. For us, customers come first and an integral part of our
DNA is creating long-lasting customer partnerships and
working with them to identify their needs and provide
solutions that support their success.
Before and after
We create unprecedented value and opportunity for our
customers, employees, investors and ecosystem partners
and have become the worldwide leader in networking transforming how people connect, communicate and
collaborate.
© 2013 Cisco and/or its affiliates. All rights reserved.
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35. © 2013 Cisco and/or its affiliates. All rights reserved.
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36. © 2013 Cisco and/or its affiliates. All rights reserved.
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37. © 2013 Cisco and/or its affiliates. All rights reserved.
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38. © 2013 Cisco and/or its affiliates. All rights reserved.
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39. Before
The Cisco Medical-Grade Network and the solutions it supports provide a scalable, endto-end approach for simplifying operations and helping ensure regulatory compliance. The
network supports mobility, unified communications, and various applications including
electronic medical records, and computerized order entry. Improved efficiency means
reduced costs and better patient experiences. The Cisco Medical-Grade Network:
• Promotes faster care delivery by giving medical personnel access to information
when and where they need it
• Improves patient satisfaction by helping to reduce wait times and streamline
patient care processes
• Facilitates greater collaboration between caregivers and enables flexible wired
and wireless communications
• Optimizes technology investments by fully integrating with existing systems
and applications
• Minimizes costly downtime with self-healing capabilities
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40. After
Quicker, easier healthcare for patients. Lower operational costs. Compliance
with all the latest regulations. At the same time.
It’s possible.
On our Medical-Grade Network, we offer services that let people work
anywhere and work together better.
So staff get records wherever they are. Patients get seen quicker.
Doctors and specialists compare notes as if they’re in the same room.
It all works with your existing systems and applications, so the money you’ve
already spent isn’t money wasted. And because the network is so reliable,
you can count on it to work when you're working.
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41. © 2013 Cisco and/or its affiliates. All rights reserved.
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42. © 2013 Cisco and/or its affiliates. All rights reserved.
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43. © 2013 Cisco and/or its affiliates. All rights reserved.
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44. © 2013 Cisco and/or its affiliates. All rights reserved.
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45. Jennifer Chapin, Blair Christie’s Communications Manager
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46. © 2013 Cisco and/or its affiliates. All rights reserved.
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47. © 2013 Cisco and/or its affiliates. All rights reserved.
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48. (contact mlenz@cisco.com if you are a Cisco customer to schedule a briefing)
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50. Thank you.
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