Cisco Digital Cribs
Looking more deeply at the Cisco brand we see some interesting insights from our brand research. Cisco’s brand scores higher with business customers and consumers alike on favorability versus familiarity. In essence, to know us is to like us. This is a very different dynamic than what you will see with most other technology brands and it gives us a good foundation to start our brand building efforts with consumers. As we saw with the recent race for the Democratic Party nomination, being well liked has a significant impact on the ability to sell yourself or your product. If people don’t like you, they are less likely to listen to your message.One of the ways that Cisco is attempting to become more relevant is by featuring well known people and their progressive use of consumer technology especially their use of video. To do this we have created a new online series called Cisco”Digital Cribs“. The genesis of the show was the reality that human beings learn by watching others. The adoption of consumer technology is a classic example of this. Observing your friend with a new device or service spurs your imagination and desire and makes you more confident that if he/she can get it to work than you should be able to as well. Taking this concept we have cast a wide net to find people who are using technology in innovative ways to spur the imagination and to make the technology more accessible to the average consumer. Casting has been particularly tricky because we have some fairly strict criteria. First the person must be well-known within their field of endeavor. This doesn’t mean that they are known by everyone, but within their area whether it is the arts, sports, music, etc. they have a following. Second, they must be passionate and articulate about consumer technology. Lots of people own lots of gadgets, but are unable to express how the technology is improving their lives. Third, they have to be willing to work with us for free. This is not so much a budget issue as it is a credibility issue. We are not paying people to say things; we want their episodes to be organic and to capture their real point of view.We are in the process of finalizing the first (3) episodes and plan to produce about 10-12 per year. In addition, we will be launching a steady stream of UGV contests and film school competitions. The first episodes will launch in August and feature Shane Battier of the Houston Rockets who in addition to being one of the best defensive players in the NBA is the tech review blogger for Hoops.com. The second episode features Lincoln Schatz a video artist from Chicago. We found out about Lincoln because of a project that he was doing for Esquire Magazine’s 75th anniversary. What attracted us to Lincoln was that he uses video as the medium for his art and can speak to technology not only as it relates to the creation of his art, but how he uses it in his home. The third episode features Meghan Asha, Julia Allison and Mary Rambin. Each is a well known blogger, Meghan for tech, Julia for dating/celebrity and Mary for fashion. We followed them around for a day in New York as they prepared to go to the Sex and the City premiere.What I like most about each episode is that we are capturing them in real-life, unscripted situations that are at times goofy, sometimes touching and above all very human. Whether it’s Shane wearing his replica of a Masters green jacket, Lincoln showing off his new baby or Meghan’s karaoke serenade to Mary. Each episode reveals not only their use of consumer technology, but gives you glimpses into who they are as people.Register for Cisco’s upcoming web series Digital Cribs.To learn more about visual networking go to wikipedia.