Cisco rebrands in US$1m regional campaign

Cisco has introduced a new brand and logo to accompany its recent shift towards the consumer market, but claims it is not deserting its enterprise customers.

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By  Eliot Beer Published  October 16, 2006

Cisco has introduced a new brand and logo to accompany its recent shift towards the consumer market, but claims it is not deserting its enterprise customers. The company has dropped the word ‘Systems’ from its name, and introduced a new variant on the older logo design based around San Francisco’s Golden Gate Bridge. “We have moved from the physical network to the human network – this is the tagline for our new campaign: ‘Welcome to the human network’,” said Fadi Kachkouche, regional marketing manager for Cisco Gulf and Pakistan. He revealed the vendor would be spending more than $1 million marketing the brand between now and February, with around $300,000 to be spent in the UAE and the remainder going to the other Gulf countries and Pakistan. Kachkouche denied the vendor was leaving its enterprise customers behind, and said Cisco was as committed as ever to its larger customers. “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,” said Kachkouche. “For example, we will be pushing more work like telepresence, the latest video conferencing solutions, we will be pushing our consumer products more, our Linksys products. We will be focusing on the home connectivity and wireless products under this brand,” he added. He did acknowledge that the company would be spreading its attentions from the enterprise sector: “We are absolutely diversifying out from the enterprise field, 100%. “The enterprise work will still be there, lots of work and products. But Cisco is diversifying; because we’re touching people’s lives everywhere, we’re widening our revenue base.” Divisions such as the recently-acquired Scientific Atlanta set-top box business, as well as more established Cisco brands such as Linksys, will now be at the fore of the vendor’s marketing efforts. Cisco has enjoyed much success in the regional enterprise sector, with customer wins across every industry.

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