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Cisco (AI Trust)

Championing Al while upholding hard-earned trust.

Brand Identity & Expression Brand Narrative & Brand Idea Foundational Strategy

When trust isn’t a given

Cisco is one of the world’s most trusted brands. And, it aims to be the infrastructure for the Al-era, mandating an Al-first approach to everything it does. Yes, customers and employees alike have dissonance over wanting to trust Cisco and not fully trusting Al.

Protecting – and inspiring

Northbound identified that being trusted means performing as expected and doing so in a way that aligns with customer values. It also means you can’t just protect trust, you have to inspire awe in order to continue generating trust in the future.

Power to the people

Northbound crafted commitments and guidelines for how Cisco employees can be the torch-bearers of trust – after all, it’s people who make or break trustworthiness and not the tools themselves. Making these guidelines a way to guard trust and to inspire the imagination means using AI in trustworthy ways empowers everyone to go beyond fear and into possibility.

Services

Strategic analysis
Brand principles creation
Brand guidelines for expression and behavior
Brand Narrative & Brand Idea
Messaging Strategy & Frameworks

Customer testimonial

“The team did an outstanding job translating all the insights from our leaders into an inspiring, useful, and easy to consume framework for how to maintain and grow brand trust in the age of AI. We’re excited to roll this out to the broader Cisco Marketing team.”

Let’s create something extraordinary

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