Global Services Positioning, Program Naming, Messaging, & Channel Strategy
“Service,” both within the telecommunications industry and at Cisco, has generally been associated with “break-fix” maintenance. But as networks play an increasingly critical role in today’s world, research has demonstrated that clients who utilize consultative services at the beginning of a system implementation increase the speed, efficiency, and effectiveness of their deployment and experience higher on-going satisfaction.
Amidst this evolving business climate, the bulk of Cisco’s marketing and sales were focused on selling “products” in lieu of highlighting the company’s business consulting expertise.
Cisco recognized the need to re-examine and firmly establish its positioning, marketing, and messaging for its services business, and to ensure that perceptions of internal and external audiences were aligned with reality.
brandadvisors led an extensive study to understand Cisco’s customers, competitors, internal stakeholders, channel partners, and industry analysts and performed a benchmarking analysis of leading service providers to uncover best practices.
Based on this analysis, brandadvisors developed the positioning theme “Better together,” which was encapsulated in the program communications tagline: “Making networks work. Better together.”
The brand positioning platform was extended to influence the development and fine tuning of service offerings, communications, and partner strategies. A messaging system foundation to drive awareness and understanding included elevator pitch and boiler plate copy as well as key message pillars and messaging targeted to Cisco Services’ unique audiences, both external and internal.
Since the program launched in 2005, Cisco’s service revenues have grown 93% to $7.6 billion, as of FY 2010.