Cisco’s positioning statement is as follows: CiscoSystems is the worldwide leader in networking forthe Internet. What does this mean? Our positioningstatement has three primary elements:
Our position—the worldwide leaderOur business—networkingOur vision—the Internet
Our position—the worldwide leader
By almost any measure, Cisco is the worldwide leaderin its field. It is the largest or best in terms of revenue,profitability, market capitalization, market share, breadthof products, technology, customer base, customersatisfaction, service/support, field sales, expertise, andso forth. But a leader isn’t just the biggest. A leaderviews and responds to industry issues, customer con-cerns, and technologyopportunities with greaterresponsibility and greater credibility. A leader hashigher responsibilities and greater stature.
So, what are we the leader in? It’s networking—givingpeople access to the information they need by con-necting information devices through intelligent, secure,and reliable networks.
Our vision—the Internet
The Internet is the single most important phenomenonto occur in information technology since the micro-processor, and ultimately it may be the biggest
revolution ever. At Cisco, we see the Internet as atremendously significant and empowering technologydevelopment that will greatly affect the way peopledo business, learn, and communicate. We are readyand able to turn this promise into reality.How do you use the positioning statement? Itshould be used anywhere and everywhere that a suc-cinct statement of Cisco’s business is required. Thisincludes presentations, collateral, sales proposals,trade show booths, and so forth. It should lead off your other presentations and be the foundation towhich all communicators return.
Our boilerplate standards
Our company boilerplate is as follows: Cisco Systems,Inc.
is the worldwide leader in net-working for the Internet. News and information areavailable at www.cisco.com.The standard description for our Cisco IOSsoftware is as follows: Cisco IOS
software is aplatform that deliversnetwork services and enablesnetworked applications.We must be consistent in describing Cisco IOSsoftware as a platform, not a product, and as an enablerof network services and networked applications. Itis not necessary to spell out “Internetwork OperatingSystem”; in fact, we request that you don’t spell itout. Also note that as with any trademarked terms,that you must use Cisco IOS as a modifier—such asCisco IOS software platform or Cisco IOS network services.Never use just “IOS” or “the IOS”.Please help us be consistent in our messaging.
Positioning is how our company is viewed by others in our target marketplace.While wehave goals for positioning ourselves,ultimately our position is what others think andsay about us.We can,however,greatly influence how we are positioned by communicatingto our external audiences in a clear and consistent way.
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