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Change Your Business By Changing Your Words

Change Your Business By Changing Your Words


Presented by Mark Buchanan, program lead for brand language at Cisco. Purchase includes unlimited access to the webinar replay on Communitelligence plus learning resources. About Communitelligence webinars. Purchase a subscription to the ASK Learning Network and get access to this webinar and 100-plus others.

At Cisco, they’ve changed the way they use words. It’s saving them money and helping them work together better. It’s connecting the internal culture to the business in deeper, more meaningful ways. And that’s helping them serve customers better and sell more.

In this session, Mark Buchanan, program lead for Cisco’s brand language initiative, paints a picture of how Cisco is changing the way 75,000 employees are using words across a $130 Billion business. He’ll walk you through how the brand language team set the plan in motion and made lasting changes. He’ll include practical tips and share insights, successes, and challenges. And he’ll give you his thoughts about how the lessons from Cisco can make a difference for your business.

The session includes:

  • Evaluating the opportunity
  • Aligning your voice with your business
  • Connecting with your audience
  • Scaling the program
  • Making it stick

Video excerpt:

Presented by:

Mark Buchanan200Mark Buchanan is the program lead for brand language at Cisco. He’s helping the company use language that is simpler and more distinctive. And he’s helping bring empathy back to a technology company that has always cared about people, but has found those values challenged by rapid growth and increasingly complex technology. He’s worked with Sales, Marketing, Engineering, Services and Corporate Communications and has seen impressive results across every function. Together, Mark and the people at Cisco are changing the culture of language and communications, around the world for 75,000 employees, 50,000 contractors and vendors, across a $130 billion business.


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