Cisco Systems
2008 ReBrand 100 Winners > distinction Industry: Networking - Below: Before Images, Rebrand Images, Summary, Credits
Summary: Challenge/Strategy - By 2006 Cisco’s research revealed several issues: • Web 2.0 companies were increasingly being given credit for advances in the internet. • After the dotcom bust, Cisco had positioned the brand around productivity and customers’ return on IT/networking investments. • Cisco increased its investment in the internet in its own enterprise functions, pursued a number of advanced technologies that leveraged the network as a communication and collaboration platform, acquired new brands, won new business, and improved its own operations. • Cisco was seen as the clear leader in networking equipment but wasn’t seen as a leader in technology and lacked familiarity outside of business-to-business audiences. • The Cisco brand had become less relevant and not aligned with the company’s business strategy. Result • Launched rebranding effort in October 2006 after 6 months of planning • Increased brand value in 2007 by record amount in single year (Interbrand ranking of +9% or $1.56 billion) • Ranked 9th most respected company (up from 30th) by Barron’s in 2007 • Ranked 25th on Fortune’s 100 Best Companies to Work For in 2007 • Stock price doubled from August 2006 • Stock value increased 300% vs. S&P 500 Credits: Client: Cisco Systems - www.cisco.com Brand Strategist/Designer: Cisco Brand Strategy and Identity Team - www.cisco.com Creative Director: Gary McCavitt Art Directors/Designers: Art Kilinski, Ronn Harsh, Alex Pista, Gary Ferguson, Dennis Mancini, Jeff Brand, Mike Needham, Bob Jones, Jerry Kuyper, Joe Finnochiaro, Johnny Thompson Production: Art Kilinski, Alex Pista, Gary Ferguson, Ronn Harsh Photographers: Achille Bigliardi, Doug Adesko, Cristiana Ceppas, Getty Images (Patrick Molnar, Matthew Antrobus, Raimund Koch, Ty Allison, George Doyle, Chris McPherson, Hannes Hepp) Photography Managers: Vince Lindeman, Kevin Prentice Copywriters: Gary McCavitt, Art Kilinski, Mike Sanchez, Joan Banich, Louis Arreola, Monique Mulbry, Cheryl Sawyer Project Manager: Linda Mayer Prepress:XYZ Graphics Printing: Moquin Press, Belmont, CA, ACME Printing, Boston, MA Print Broker: Bill Littell Tolleson Design (for Annual Report Design): Agency: Tolleson Design Creative Director: Steve Tolleson Designers: Steve Tolleson, Craig Clark, Boramee Seo Production: Rene Rosso Project Manager: Christy Brand [back] |
