Cisco
#digital #branding #tech #IA
Preventing tomorrow’s crisis
Today, the major technological brands are in danger. We can mention Huawei, in China, which finds itself in a stranglehold in the geopolitical war between the United States and China. We can also mention the GAFA, the most powerful companies in the world, whose break-up is at the heart of the American elections.
All these brands are fearsome in terms of their strength and the power they wield over the world.
Cisco is part of those. It’s one of the world’s leading IT companies, and it’s even the world leader in network technologies.
Yet when you approach your customers, you end up with words like,
“At least with Cisco we know it’s gonna work.“
“I use Cisco because it’s reliable, but basically I don’t care if it’s called Cisco or Huawei.“
Even Cisco’s customers are unaware of the brand they work with on a daily basis. They only remember its products.
So in this context of technological crisis, how can Cisco emerge from its impersonal brand image, while maintaining its technological supremacy?
Focusing on these same customers, we find that they are mostly men, they like technology, and they work under pressure. Moreover, they are hardly, or never, acknowledged for their work.
Cisco would step in to ensure that its customers get the recognition they deserve. First of all, this would involve a change of logo. Instead of a bridge, which focuses on the history/ past history of the brand, Cisco would use the sun to represent first of all the radiance, the illumination but also the multiple directions that the networks and the brand are taking.
Its new slogan “Empowering you” would help disseminate the message through its dual meaning: “Cisco gives you power” and “You take power through Cisco“.
.
In order to make Cisco’s offres more understandable, they had to be categorized. First its core business: products and services. Then the trainings to highlight the human and what Cisco brings to it. And finally Unity.
Unity would be a new service from Cisco: a conversational artificial intelligence, or professional personal coach.
Its goal is to develop the softskills of Cisco customers, because it is necessary to improve individually in order to make the group excel, and thus make their work visible.
Unity would be a plug-in to be downloaded directly on his workstation. The AI would send messages to the user, such as a discussion between colleagues, with the aim of detecting their softskills and improving them. It would be possible to contact team members according to their softskills, or even to attend webinars.
Unity would thus take the form of a plug in to be directly mounted on the client’s workstations. But a second plug-in would be created, this time as an Outlook extension.
Indeed, it is not enough to improve oneself individually, but one must also know how to communicate it. The Unity Outlook plug-in would therefore be a directory of templates so that the teams managing the networks can communicate news of their achievements to other departments.
Design by Floriane Dorp