Cisco taps the power of brand empathy

Stephen Whiteside

This event report addresses how Cisco, the technology company, is leveraging the power of empathy to build its brand.

Cisco recently found its brand being promoted in places it hadn't anticipated (or desired).

Automated media buying had, in fact, placed Cisco messages on Breitbart.com, the right-wing news platform, and the online hub for Bill O'Reilly's now-canceled show on Fox News while the presenter was mired in allegations relating to sexual harassment.

"Because of programmatic media buying, I had ads that showed up on Breitbart and on O'Reilly," Karen Walker, Cisco's SVP/CMO, told delegates at the 2017 Collision Conference in New Orleans. "And my CEO had something to say about that."

Karen Walker, SVP/CMO, Cisco

Cisco was ultimately one of...

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