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© 2013 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 1

Cisco Confidential © 2013 Cisco and/or its affiliates. All rights reserved. 1

Sounding like Cisco Using our words to ful!ll our brand promise

Michael Lenz Anelia Varela Director, Brand Experience Design Creative Director, The Writer @sanfret @TheWriter October 2013


For us, customers come !rst and an integral part of our DNA is creating long-lasting customer partnerships and working with them to identify their needs and provide solutions that support their success. We create unprecedented value and opportunity for our customers, employees, investors and ecosystem partners and have become the worldwide leader in networking - transforming how people connect, communicate and collaborate.

This deck is scrubbed of con!dential material. If you would like a brie!ng on the complete material please contact your Cisco Account Manager or [email protected] to arrange one.


Harvard Business Review - Steve W. Martin Aug 22, 2012


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Cisco Confidential © 2011 Cisco and/or its affiliates. All rights reserved. 6

HERO

PLEASED

NEUTRAL

DISAPPOINTED

IRRECONCILABLE

HERO

PLEASED

NEUTRAL

DISAPPOINTED

IRRECONCILABLE

Awareness Solutioning Implementation Post-Implementation

“Lack of easily accessed, and clearly written documentation.”


Cisco now Old. Old. Cold. Blather. Spin. Jargon. Expansive. Complicated. You do what?! Introspective. Pompous. Same old, same old. Unfriendly. Knowledgeable. Techy. Vanilla. Stale. Unimaginative. Cacophony. Passionate. Engineers. Confused. Confusing. Condescending. Genuine (sometimes). Sel!sh. Unclear. Acronyms. Garble. Blah, blah, blah. Mature. Platitudes. Corporate. Boastful. Buzzword bingo. Lots of syllables.


What people want Short! Con!dent... but not arrogant

Friendly... but not cute or casual To talk about now, and the future Simple intelligence


“As the network becomes the platform for fostering communications and innovation, many global enterprise customers are demanding enhanced skills and capabilities from Cisco partners along with the ability to deliver solutions in multiple countries,” said Edison Peres, senior vice president of worldwide channels at Cisco. "By expanding the geographic scope of its Cisco certi!cations, [Partner Name] is furthering its rank among the industry’s elite.”


CAC

NEO CEC

HRMS

GTRC

COBC

HRC


This proposal is being provided by a Cisco authorized reseller utilizing a Cisco solution. Certain technical and other information in this response may have been provided by Cisco; however, nothing herein shall be construed as a quotation or o"er to contract directly with Cisco. The Cisco logos, trademarks and other information provided by Cisco appear in this response with Cisco’s permission and are proprietary and con!dential information of Cisco Systems, Inc. All other information, including any pricing information, is provided by the Cisco authorized reseller and not by Cisco, and any relationship resulting from this response will be directly with such reseller and not Cisco.


Source: Flesch-Kincaid Readability Index


100 understood by 4th grader 73 easy to read email from our CMO 60 our target 58 The Economist

52 Time magazine

46.8 our current average

36.3 where we started 32 Harvard Law Review



Only Cisco has the actionable imagination to seize the opportunities of tomorrow by proving that amazing things can happen when you connect the previously unconnected.


One voice, three principles

CONTENT

STRUCTURE

TONE


We make amazing things happen by connecting the unconnected. We don't just dream it. We do it.



Before and after


Before The Cisco Medical-Grade Network and the solutions it supports provide a scalable, end-to-end approach for simplifying operations and helping ensure regulatory compliance. The network supports mobility, uni!ed communications, and various applications including electronic medical records, and computerized order entry. Improved e#ciency means reduced costs and better patient experiences. The Cisco Medical-Grade Network:

•  Promotes faster care delivery by giving medical personnel access to information when and where they need it

•  Improves patient satisfaction by helping to reduce wait times and streamline patient care processes

•  Facilitates greater collaboration between caregivers and enables $exible wired and wireless communications

•  Optimizes technology investments by fully integrating with existing systems and applications

•  Minimizes costly downtime with self-healing capabilities


After Quicker, easier healthcare for patients. Lower operational costs. Compliance with all the latest regulations. At the same time.

It’s possible.

On our Medical-Grade Network, we o"er services that let people work anywhere and work together better.

So sta" get records wherever they are. Patients get seen quicker. Doctors and specialists compare notes as if they’re in the same room.

It all works with your existing systems and applications, so the money you’ve already spent isn’t money wasted. And because the network is so reliable, you can count on it to work when you're working.


Jennifer Chapin, Blair Christie’s Communications Manager


(contact [email protected] if you are a Cisco customer to schedule a briefing)


Thank you.

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