Cisco Systems Inc has launched a $100m marketing campaign designed to boost its presence in broader consumer markets, even though consumers don’t buy their products directly.
The San Jose, California-based maker of networking gear has a redesigned logo and is running ads in magazines, newspapers, on TV, online and on mobile phones, as part of its consumer push.
Cisco reckons it will influence tech buyers by driving brand awareness among workers. The main message in the campaign is that Cisco’s products connect people through what it dubs the Human Network.
Previously, Cisco’s ad campaigns have targeted the corporate decision makers at enterprises who are charged with buying networking gear.
Cisco has a separate business and brand, Linksys, for its consumer products.