Cisco launching campaign to rebrand itself

A recent article, entitled Cisco aims to jazz up its stodgy image, details the company's plans to redefine itself in the public eye. This article provides an interesting look at Cisco's rebranding plan.

According to the article, Cisco's new marketing chief, Susan Bostrom, delivered the following message at a recent sales meeting: Cisco is no longer just a company that provides network equipment; instead, the company will change how consumers communicate and view television.

In a nutshell, Bostrom said the company aims to completely redefine the way it is perceived in marketplace. This is no small task for a company that, as the article says, "has historically been equated with just selling gear such as routers and switches."

From a marketing communication perspective, it is interesting to study the wide range of tools and tactics the company plans to employ during its rebranding campaign:

- A new logo will be introduced Oct. 2;

- An advertising campaign will begin Oct. 2;

- Product placements in TV shows and movies;

- Billboard ads at sporting events;

- Added features on the company's Web site;

- According to the article, the marketing campaign "will also creep into blogs and interactive social-networking Web sites." The article adds that Cisco will conduct interactive campaigns in digital communities like MySpace.com and YouTube.com.

The article provides an excellent example of the broad scope of this type of rebranding campaign. As you can see, Cisco is not relying on one or two tools to accomplish its goals. Instead, the company is employing a wide range of weapons to communicate its message from every possible angle.

The article also emphasizes the importance of research and careful targeting. Cisco's marketing team has clearly done its homework; they know what they want to achieve and how they will achieve it.