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Sounding like Cisco

Using our words to fulfill our brand promise
Michael Lenz
Director, Brand Experience Design
@sanfret
...
For us, customers come first and an integral part of our
DNAThis deck is scrubbed partnerships and
is creating long-lastin...
Harvard Business Review - Steve W. Martin Aug 22, 2012
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Con...
[ play ]

© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

4
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

5
Awareness

Solutioning

Implementation

HERO

Post-Implementation

HERO

PLEASED

PLEASED

NEUTRAL

NEUTRAL

“Lack of easi...
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

7
PwC
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

8
For us, customers come first and an integral part of our
DNA is creating long-lasting customer partnerships and
working wi...
Cisco now
Old. Old. Cold. Blather. Spin. Jargon. Expansive. Complicated.
You do what?! Introspective. Pompous. Same old, s...
Cisco now
Old. Old. Cold. Blather. Spin. Jargon. Expansive. Complicated.
You do what?! Introspective. Pompous. Same old, s...
What people want
Short!
Confident... but not arrogant
Friendly... but not cute or casual
To talk about now, and the future...
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

13
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

14
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

15
“As the network becomes the platform for fostering
communications and innovation, many global enterprise
customers are dem...
“As the network becomes the platform for fostering
communications and innovation, many global enterprise
customers are dem...
COBC

CAC

GTRC
© 2013 Cisco and/or its affiliates. All rights reserved.

HRMS

NEO
CEC

HRC
Cisco Confidential

18
This proposal is being provided by a Cisco authorized
reseller utilizing a Cisco solution. Certain technical and
other inf...
This proposal is being provided by a Cisco authorized
reseller utilizing a Cisco solution. Certain technical and
other inf...
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

21
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

22
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

23
Source: Flesch-Kincaid Readability Index
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

24
Source: Flesch-Kincaid Readability Index
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

25
Source: Flesch-Kincaid Readability Index
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

26
100

understood by 4th grader

73

easy to read email from our CMO

60

our target

58

The Economist

52

Time magazine

...
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

28
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

29
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

30
Only Cisco has the actionable imagination
to seize the opportunities of tomorrow by
proving that amazing things can happen...
One voice, three principles
CONTENT
STRUCTURE
TONE

© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confid...
We make amazing things happen by
connecting the unconnected.
We don't just dream it. We do it.

© 2013 Cisco and/or its af...
For us, customers come first and an integral part of our
DNA is creating long-lasting customer partnerships and
working wi...
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

35
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

36
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

37
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

38
Before
The Cisco Medical-Grade Network and the solutions it supports provide a scalable, endto-end approach for simplifyin...
After
Quicker, easier healthcare for patients. Lower operational costs. Compliance
with all the latest regulations. At the...
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

41
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

42
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

43
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

44
Jennifer Chapin, Blair Christie’s Communications Manager
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco C...
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

46
© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

47
(contact mlenz@cisco.com if you are a Cisco customer to schedule a briefing)

© 2013 Cisco and/or its affiliates. All righ...
Thank you.

© 2013 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

50
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Transcript of "Cisco brand-language-iabc-houston"

  1. 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 © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1
  2. 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. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2
  3. 3. Harvard Business Review - Steve W. Martin Aug 22, 2012 © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3
  4. 4. [ play ] © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4
  5. 5. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5
  6. 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 Cisco Confidential 6
  7. 7. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7
  8. 8. PwC © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8
  9. 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. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9
  10. 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. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10
  11. 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. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11
  12. 12. What people want Short! Confident... but not arrogant Friendly... but not cute or casual To talk about now, and the future Simple intelligence © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
  13. 13. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13
  14. 14. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14
  15. 15. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
  16. 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.” © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
  17. 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.” © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
  18. 18. COBC CAC GTRC © 2013 Cisco and/or its affiliates. All rights reserved. HRMS NEO CEC HRC Cisco Confidential 18
  19. 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. Cisco Confidential 19
  20. 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. Cisco Confidential 20
  21. 21. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
  22. 22. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 22
  23. 23. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 23
  24. 24. Source: Flesch-Kincaid Readability Index © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 24
  25. 25. Source: Flesch-Kincaid Readability Index © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 25
  26. 26. Source: Flesch-Kincaid Readability Index © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
  27. 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 © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 27
  28. 28. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28
  29. 29. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
  30. 30. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 30
  31. 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. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 31
  32. 32. One voice, three principles CONTENT STRUCTURE TONE © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32
  33. 33. We make amazing things happen by connecting the unconnected. We don't just dream it. We do it. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33
  34. 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. Cisco Confidential 34
  35. 35. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35
  36. 36. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36
  37. 37. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 37
  38. 38. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 38
  39. 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 © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 39
  40. 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. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 40
  41. 41. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 41
  42. 42. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42
  43. 43. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
  44. 44. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44
  45. 45. Jennifer Chapin, Blair Christie’s Communications Manager © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 45
  46. 46. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 46
  47. 47. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 47
  48. 48. (contact mlenz@cisco.com if you are a Cisco customer to schedule a briefing) © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 48
  49. 49. Thank you. © 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 50
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