How marketing helped drive Cisco's brand transformation

This event report drills down into Cisco's brand transformation, and discusses how it is activating a fundamental shift in corporate strategy.

How marketing helped drive Cisco's brand transformation

Geoffrey PrecourtWarc

Blair Christie, Cisco's svp/cmo, reached out and grabbed the attention of the 2,800 delegates at the Association of National Advertisers' (ANA) Masters of Marketing conference by cutting to the quick: "If you're in B2B, you're essentially fishing in a barrel."

Cisco, according to Christie, is a company in transition. In fact, the firm may be in need of a completely new barrel as it shifts from being "a provider of networking gear to a trusted business advisor that delivers industry solutions of hardware, software and services."

She explained, "Our story...

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