Cisco Looks to Increase Public Image

Cisco began a $100 million campaign Thursday to increase its public image and make the brand a household name. Among the changes is a new logo, as well as a new slogan focusing on what is called the "Human Network."

The company found through focus groups that it had a lower brand awareness than many other technology companies, despite in some cases generating far more revenue. Thus, it has decided to launch a large media campaign, including newspaper, television, Web and mobile phone ads.

Products that the company produces would take a back seat as would its focus on corporate customers. Instead, Cisco will market its role in connecting the everyday consumer together. While they would not necessarily buy Cisco's products directly, there is an ulterior motive for the company.

Cisco is betting that by the consumer knowing more about its products, it could potentially in turn influence employers -- the company's traditional customers -- to purchase Cisco products.

The logo change also has a lot to do with its new consumer-centric push, the company said. Cisco executives explained the new logo is simpler, which allows it to take up less pixels and is easier displayed on communications device displays.