A corporate brand should speak volumes about a company’s mission and differentiation and should be the first thing that comes to a customer’s mind when they think about a company. It’s not just the imagery (though that is certainly important), but rather the feelings and associations that it elicits. Contrary to popular belief, B to B brands are just as important as B to C brands, although executions and targets are different. Today Cisco Systems is launching a global brand campaign supporting new, corporate positioning.

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