Brand. Reimagined May 2016

The World is Changing Billions of Connected People and Things 1 Billions of Connected People and Things 2 Digitization Creating Massive Opportunity 3 Customer Experience More Important Than Ever 4 Businesses Have to Transform The network and the internet have transformed the world Billions of people and things are connected globally Period of unprecedented growth, opportunity and change Digitization is forcing organizations to reimagine business models, products and services Customer Experience is a critical differentiator Companies are asking: How can we deliver an amazing customer experience? Our customers are looking for a partner to help them navigate this changing world Time for new Cisco point of view

We Spoke to Our Stakeholders We started by asking internal and external audiences What’s their point of view on Cisco and the world Despite challenges, business leaders believe technology plays a crucial role Solves biggest problems They are tech optimists Looking to us for help It was clear, our message had to be a positive one Optimism, the glass half full Technology can solve so much if applied the right way

Then January hit Zika, stock market, conflict around the world Was this really the right time for a message of optimism?

Customers said… “Technology is the Single Most Important Driver of Change in the World.” US 84% BRA 78% FRA 73% GBR 77% DEU 82% So we did something radical…took the creative to our customers and partners Was this the right time? Unanimous…optimistic, positive Technology largest driver for change… Global agreement

Networking Leader and Technology Visionary Campaign Objective Position Cisco as the… Networking Leader and Technology Visionary Cisco has earned credibility, 30+ years as reliable network powerhouse New Brand campaign needed to build off that… Position Cisco as…Networking Leader and Technology Visionary

We Securely Connect Everything to Make Anything Possible Our Brand Promise We Securely Connect Everything to Make Anything Possible Before building campaign…needed solid foundation Guiding star around which everything focuses Along w/ Cisco Exec Leadership team… New brand promise. Commitment to stakeholders…what we are fundamentally about Fits with our company vision and strategy

TIME THERE’S A BETTER NEVER BEEN We believe…there’s never been…a better time Solve tough challenges in business and society with technology Our theme will… Share stories of innovation, inspiration and social responsibility Demonstrate how Cisco securely connects everything Anything is possible Embracing the sense of optimism… Idea: Powerful, innovative technology — applied in smart and unique ways — can solve any problem the world is facing. 

Campaign Framework Position Cisco as the Networking Leader and Technology Visionary Objective We Securely Connect Everything to Make Anything Possible Brand Promise Technology Optimists Target Audience Technology is the Driving Force for Change in the World Mindset First Phase: Digital Biz, Core Networking, Security, CSR Cisco Tech Focus Areas Optimistic, Confident, Ambitious, Courageous, Inspiring, Provocative, Succinct, Human Tone New brand promise…new stakeholder-supported theme… Began building the campaign Objective: Position Cisco as the networking giant and technology visionary. Audience: Technology Optimists. These are people whose mindset is that technology is a driving force for change in the world. Tech Optimists believe technology strategy and business strategy are the same thing. Like us, they are not naïve about the world and the challenges we face, but they believe that with the thoughtful application of technology we can solve big problems. Focus Areas (From Brand to Demand): Networking, Digital Business, Security, and Cisco Corporate Social Responsibility. Additional technologies will be emphasized throughout the campaign Voice/Tone: Optimistic, ambitious, courageous, inspiring, provocative, succinct, and human. This tone will be reflected across the campaign, both visually and verbally.

A New Kind of Cisco Brand Launch Based in Customer Success Country-Led Mobile and Digital First Omni-Channel Journey Socially Driven Agile Marketing Embracing Our Partners Designed for Audience Engagement Based in customer success: Stories of innovation, inspiration and social responsibility Country led: Launching around the world in 12 countries in a follow-the-sun model beginning with Australia, May 3rd local time Mobile and Digital First: Optimized for our audiences when and how they consume information, particularly on mobile and digital platforms. Push notifications per country (follow the ‘Sun’ model), campaign stories, hub, and global cisco.com homepages are built with ‘responsive web’ to support both smartphone and tablets Omni-channel Journey: Seamless journey from brand to demand Socially Driven: New media partnerships with Twitter, LinkedIn and Facebook. Employees engaged through social. Agile Marketing: Launched in 12 countries in 2 months, and iterative based on success Partner Activation: Activating partners like never before with joint marketing, training, assets Designed for audience engagement: Our key real-time measure is audience engagement, which we will measure, test and optimize against on a daily basis in all our key markets.

Examples of the new ads. Each of these images has a customer story behind it. Visit the Cisco website to learn about these stories and more.

More information: We Are Cisco - Our Brand Page http://weare.cisco.com/c/r/weare/our-brand/index.html