CHAPTER FOURLEVERAGINGPORTFOLIO VALUE

I confess that I liked “The Human Network,” Cisco’s short-lived consumer brand campaign. I also confess that I liked the campaign mostly because I have a nerdy fondness for actress Ellen Page. There. I said it. You know. My wife knows. And if Ellen ever reads this … well, a guy can dream. But aside from my schoolboy crush on the Oscar-nominated actress, I’ll admit that it was hard to understand how she fit as a face and personality for the Cisco brand. It seemed Cisco hoped Ellen would show us how the brand was integral to everyday life, but to most consumers Cisco was a brand stamped on a box sitting on a rack tucked away somewhere in an IT closet. When “The Human Network” debuted, you weren’t likely to ...

Get Brand Real: How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.