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Cisco Kicks Off $100 Million Brand Awareness Campaign

7:00 am on October 9, 2006 | Category: Business, Corporate

The worldâ€™s largest maker of internet networking equipment, Cisco Systems, unveiled a $100 million branding campaign last week, with the goal of becoming a household name among consumers.

Unlike other tech giants such as Apple and Microsoft, Cisco is a relatively unknown quantity to many customers, despite its $28.5 billion in annual revenue and strong all-round position within the industry.

“We’re trying to increase general awareness in the company,” said the companyâ€™s Chief Marketing Officer, Sue Bostrom. “When we tested audiences, we found that our familiarity is lower than our technology peers.”

The networking giantâ€™s branding campaign includes a revamped logo, and will run in a number of newspapers and magazines. It is not designed to target corporate decision makers, or even to promote any specific Cisco products, but instead to drive brand awareness among the masses.

“Technology that we use in the office is seeping into our everyday lives,” Bostrom explained about the new strategy. “And technology decisions that used to be made by the enterprises are now being driven by end-user demands. It’s these end users who are encouraging the technology decisions at work.”

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