Cisco Brand Story …erience tandards The Cisco Brand …erience Cisco communications should The Cisco product and services Interactions with people at Cisco should always be: experience itself should always be: always make customers feel we are: Clear, engaging, and straightforward High quality Straightforward and efficient ’se language and visuals aroriate ‰ur offerings should be unrivaled œuestions or robles should be handled to the target audience. in erforance and functionalit. —uickl and soothl˜ we never want to create ore issues for our custoers. Friendly and welcoming easy and intuitive Be aroachable. Avoid coing across as e should reduce coleit while respectful and confident overbearing inšouršface or aggressive. delivering as uch value as ossible. žnowledgeable but never arrogant. e never want the custoer to feel foolish real and relevant necessary to solve real problems or inet. Be honest and address what is ost ‰ur roducts and services need to iortant to the custoer. actuall hel our custoers. Great listeners The custoer should feel we understand Surprising and fresh unique, not imitative or derivative and anticiate his or her needs. Both the content and the wa we e want to lead the wa not counicate should be as innovative co others. Trusted leaders as our roducts. The custoer should feel we know the wa and are on his or her side. 11 The Cisco Brand
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