Cisco STO 2020

Cisco Security & Trust Organization | Defining and Launching an Evolved Vision


Create a single story encompassing charters for 9 functional groups

Reframe how Cisco talks about trust to reflect the increased interdependency between Cisco and its customers

Boost internal and external awareness of the Cisco Security & Trust Organization

Evolve and broaden the culture’s mindset around cybersecurity


Competitive analysis to identify a strong, ownable market position and distinctive brand voice

Refresh the messaging framework for internal and external audiences to convey the Cisco Security and Trust Organization’s evolved perspective on trust

A revamped manifesto that replaces the typical corporate approach with a more vital, robust, and contemporary one

A 5-part series of training videos that empower sales to share Cisco’s updated point of view on trust to customers and how Cisco Security and Trust Organization delivers in tangible ways

Discussion guide, infographic, EBC presentation, and other enablement tools


Strong group alignment that supports sales initiatives and enables Cisco to position themselves as cybersecurity thought leaders

Unified, thought-provoking story that distinguishes the Cisco Security and Trust Organization in the market

Marketing and sales communications that resonate with changing customer demands and evolving market expectations around trust