liberate your love of words - ragan communications · mark buchanan cisco global brand team june...

Mark Buchanan

Cisco Global Brand Team

June 2016

Unlock impossible and get ready for amazing results

Liberate your love of words

Cisco Confidential 4© 2013-2014 Cisco and/or its affiliates. All rights reserved.

Cisco Customer, 2012

“I am a solid Cisco fan, but how many hours do they expect me to waste trying to understand their shit.”

“I was into this from page one. I love the voice, it’s strong and honest.”

“Breathless. That’s how I felt reading this. I devoured it.”

“I just loved every second.”

It’s impossible.

Can’t

Do it.

You can.

Albert Einstein

“Love is a better teacher than duty.”

So how did we get started?

Cisco Confidential© 2011 Cisco and/or its affiliates. All rights reserved. 15

HERO

PLEASED

NEUTRAL

DISAPPOINTED

IRRECONCILABLE

HERO

PLEASED

NEUTRAL

DISAPPOINTED

IRRECONCILABLE

Awareness Solutioning Implementation Post-Implementation

Cisco Confidential© 2011 Cisco and/or its affiliates. All rights reserved. 16

HERO

PLEASED

NEUTRAL

DISAPPOINTED

IRRECONCILABLE

HERO

PLEASED

NEUTRAL

DISAPPOINTED

IRRECONCILABLE

Awareness Solutioning Implementation Post-Implementation

“Lack of easily accessed, and

clearly written documentation.”

Empathy

The primary goal of any comprehensive operation solution is to plan, design, implement and manage a standardized, structured, and well defined operational framework that is underpinned by necessary people, processes, tools, metrics, governance and organizational requirements which pertain to complex converged, virtualized and automated environments.

??????????????????????

Joe Pinto story.

Simplicity

Chuck Robbins, CEO, Cisco

“We need clear, concise communication to keep pace with the rate of change.”

Source: Flesch-Kincaid Reliability Index

34

blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah blah (And don’t forget your passport.)


Contestant on The Bachelor

“I get it. I am blessed with eloquence. And I’m articulate, and I use a lot of big words… because I’m smart.”

62 Wall Street Journal

60~ Our target

58 The Economist

48.7 Trained teams today

36.7 Our starting average

32 Harvard Law Review

Mark Benioff, Chairman and CEO Salesforce

“Speed is the new currency of business.”

What’s your favorite word?

serendipity

juxtaposition

hopscotch

pickles

weekend

coffee

onomatopoeia

sploosh

effervescent

achievement

nemesis

64

KnowFeel Do

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

Before

As an enterprise, it’s critical to drive tight coordination across multiple organizations and align our resources effectively through the use of Collaboration technology. Jabber makes it easier to share and collaborate on information, thoughts, and ideas by offering a converged platform of communications, video and messaging.

Today we announced new functionality in our Q3 release and continue to deliver on our commitment to ongoing feature enhancement to enable engagement with our most important asset – our employees.

The briefKnow: the new release is out

Feel: excited Do: use it so we can tell our customers how great it is

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential

After

Team,

It’s time to work together better. And to tell the world about it.

The new release of Jabber is out today. And it’s better than ever.

Let’s talk. Let’s share ideas. Let’s work together, and wherever. Use it, and get our teams using it. Let’s be the best case study for our own technology.

BeforeUser ExperienceCisco has always been committed to providing a no-compromise, consistent experience for everyone – from the pocket to the boardroom. Users want to be able to schedule, meet, communicate and share in a simple and seamless way.

Before AfterUser ExperienceCisco has always been committed to providing a no-compromise, consistent experience for everyone – from the pocket to the boardroom. Users want to be able to schedule, meet, communicate and share in a simple and seamless way.

Working together Will Get EasierWhen you step in an elevator, you know exactly how to get where you want to go. Push a button and you’re on your way.

That should be just as true for the tools you use at work.

Connecting should be simple, magical even. The technology should fade into the background so you can focus on getting great work done.

“Now more than ever, organizations need to be able to implement dynamic controls to manage the pace of change of their environments and address security incidents. Cisco ASA with FirePOWER Services is a major step forward for the NGFW market, empowering customers to deepen their protection from the data center, through the network, to the endpoint with the agility to identify, understand, and stop advanced threats in real-time and retrospectively.”

Results

“I’ve been at Cisco almost 14 years. This change in the corporate communication is like a breath of fresh air! I absolutely love getting the weekly Cisco 360 (by email

now). The format is GREAT – short, direct, powerful, and it doesn’t seem like

‘corporate speak’. It feels REAL. It’s good to see that when news about Cisco is rumbling

around in the general news, it’s covered quickly in the 360 each week. Keep on being candid and open – that builds trust. I’m looking forward to the new Cisco Beat too!

These improvements are signaling to all employees that we are changing quickly for the better. I’m proud to be at Cisco and looking forward to the future.

Kudo’s to your whole team!!!”

On an executive memo“I wanted to send a note to say - bravo. This is beautifully written and compelling. It’s a great example of

what our writing style should look like and sound like.

On Cisco Beat“This is the most powerful CISCO BEAT yet! Thanks to our leadership for supporting all these great

initiative that make us 'Best in the World...Best for the World!’”

The Reviews

On Cisco 360“Love Cisco 360! Short, relevant and easy to find info after watching the video!!”

On Earnings“This is an outstanding communication. It hits the high points, provides direction, and I love the format. Many thanks!”

Cisco Employee

“I used to read our articles and felt like there was so much I didn’t know. Now, I know what’s going on. I feel smarter when I read them. I like that.”

Cisco Employee

“Payroll got compliments on the email about imputed income. People actually took the time to say ‘Wow.’ ”

Questions?

• Empathy

• Simplicity

• Tone

Remember:

Bonus tip:

Bonus tip:You are powerful

You are the hero

You!

You!

Your team

How you change the world

You!

Your team

Key influencers


You!

Your team

Key influencers

The rest of the business


You!

Your team

Key influencers

The rest of the business

Do it everywhere


Employee

Delivering a better experience for each other

Customer

And transforming the experience for customers


Bryant Gumble on Muhammad Ali

“He simply refused to be afraid. And being that way, he gave other people courage.”

liberate your love of words - ragan communications · mark buchanan cisco global brand team june...

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