| Cisco WebEx
2009 REBRAND 100 Winners > best of awards
Industry/Sector: Technology/Computer Hardware/Software
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - Cisco acquired WebEx in 2007 to enter the software-as-a-service market and further expand its vision of Unified Communications across technology networks.
Challenge - Leverage WebEx brand equity with small businesses, ensure existing and new customers could easily do business with WebEx, address issues associated with a destination brand, locate WebEx services within Cisco’s broader portfolio and create a footprint for Cisco in the collaboration and meeting space.
Strategy - To Enhance the WebEx offering with Cisco technology and create a seamless, highly intuitive customer experience, align the two brands, transitioning WebEx from a company brand to a Cisco product family offering.
Result - When the Cisco WebEx wordmark was introduced, customers provided positive feedback about how easy it is to recognize WebEx, and understand the relationship between WebEx and Cisco and the value Cisco brings. Typical customer comments:
• “Wow…this is very cool”
• “What a great match.”
• “WebEx was already a great product. It will only get better with Cisco.”
Additional metrics supporting the positive customer response:
• Website traffic increased by more than 40%
• Search for the term “WebEx” up 17% from the same time last year
• Support calls down 5% (96 words)
Credits:
Client: Cisco Systems, Cisco WebEx - www.cisco.com - www.webex.com
Brand Strategists/Designers: Cisco Systems and Cisco WebEx Teams
Executive Sponsors:
Doug Dennerline, Cisco Collaboration Software Group
Marilyn Mersereau, Cisco Corporate Marketing
Patrick Moran, WebEx Marketing
Monique Mulbry, Cheryl Sawyer, Cisco Brand Strategy & Identity
Susan Scheer Aoki, Cisco SMB Marketing
Brand Strategists:
Dana Masuda, Cisco Brand Strategy and Identity
Sara Perry, WebEx
Creative Director:
Gary McCavitt, Cisco
Art Directors and Designers:
Ronn Harsh, Art Kilinski, Cisco Brand Strategy & Identity
Lisa Acup, Amelia Bellows, Katharine Carmichael, Vi Dao, Anne Grandy, Cleo McMichael, Andy Steele, Vicki Taniguchi, Angelo Vergara, and Brian Willis, WebEx
Voice and Tone Direction:
Karen Brighton, Cisco
Janis Weiss, WebEx
Project Managers:
Linda Mayer, Cisco Brand Strategy and Identity
Steve Sanchez, Annette Williams, WebEx
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