Cisco brand-language-iabc-houston

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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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