Originally uploaded by TimDD
Interesing bit of positioning / sales work today from John Chambers, Cisco CEO, at the Gartner show today during his “brainshare,” or “mindmeld” or whatever it was called. Oh — just checked the program, it’s called a “mastermind” session.
He mentioned “telepresence,” which used to be called video conferencing, about 20 times. Clearly this is one of the key new revenue drivers for Cisco in the next three to five years.
In itself, not so interesting — CEO uses big stage in front of probably 9,000 to indicate what he wants them to buy.
Interesting to me, though, because of the name. I have been evangelizing a new model for marketing management, based not on the principals of “awareness – consideration – preference,” but on the concepts of “presence, authority, reputation.” The notion that these aspects are in a dynamic balance in the web 2.0 world (yikes i just typed web 2.0! Acch!) — and define the brand in this new world.
The role that video (live and otherwise) will play as part of your “presence” strategy and plan cannot be questioned, and I applaud him for the choice of term.
Here’s the paper I originally wrote about presence, authority, reputation: “Marketing Unbound.”
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