Cisco wants to be more than the largest manufacturer of computer networking equipment. It wants to guide customers through the myriad possibilities of the Internet of Everything, a phrase it's co-opting in service of its new brand positioning.

The tech brand has shut down its six-year-old tagline, "The Human Network." Its new tagline, unveiled today in a $100 million campaign — "Tomorrow Starts Here," a phrase you'll find, fittingly, all over the Internet and beyond: on its homepage and on social media as a promoted hashtag on Twitter, on its Facebook page, in a new TV campaign, in an infographic, in a series of blog posts, and in a new print campaign that comes to life via augmented reality and Cisco's mobile app.

The brand's chief marketing officer, Blair Christie, told TheStreet.com that it's more than just a campaign and new tagline.Continue reading...

Cisco is not yet in the top of the Brandcameo product placement leaderboard. But with recent efforts, it might be soon.

Cisco has appeared in 2009 blockbusters He's Just not That Into You, G.I. Joe and Transformers. The latter showing, product placement analytics firm Front Row estimated to be worth near $10 million. (Though accurate product placement valuation has long been questionable.) And earlier this year, Cisco's Webex technology could be seen in Marvel Comics titles.

But last night was Cisco's largest, most prominent, and maybe most successful Hollywood tie-in yet.Continue reading...