‘Systems’ goes for Cisco in rebranding campaign

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By  Published  October 20, 2006

Networking giant Cisco has changed its logo and positioning in a bid to widen its customer reach.

As part of a new marketing campaign, the company has removed the word ‘Systems’ from its logo and will now be known simply as Cisco.

It has also launched a new tag line ‘welcome to the human network’.

“Cisco wants the perception of the people to move from Cisco is in the business of the physical network, routers and switches, to cover a much broader segment, the enterprise service provider and the consumer,” Fadi Kachkouche, marketing manager Gulf and Pakistan at Cisco, told IT Weekly last week.

“Everything is converging, human beings have become closer than before, people can share pictures on mobile phones, talk over videos, for example.

That has moved us from the physical network the wires and the pipes and now we are talking more about the human network,” he added.

Kachkouche said the change to the logo would enable Cisco to reach out to a wider selection of customers.

“Removing the word Systems has given us a broader area to be positioned in.

We are no longer a systems company, we are a company which now caters for all the segments, the enterprise, the service provider, the commercial, the consumer,” he said.

The logo change is part of a wider repositioning campaign as Cisco shifts towards the consumer market.

The company introduced a new mission statement — Cisco is changing the way we live, work, play and learn — earlier this year and is spending more than US$1 million on marketing the brand in the region between now and the summer.

Around US$300,000 of the regional marketing spend is designated for the UAE while the remainder will be spent on the other Gulf countries and Pakistan.

Cisco is not abandoning its enterprise customers, but is diversifying, Kachkouche told IT Weekly sister publication Network Middle East, and would be focusing more on its consumer products, through its Linksys brand, in the future.

“We are not going to change the products we are offering — we will offer the same families of routing and switching solutions that we have, but we will be pushing more unified communications,” Kachkouche claimed this month.

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