LR Museum of Schwag, Part I

4:45 PM -- Like all of my good ideas, this one is stolen.

For years, my office has been a dumping ground for industry memorabilia -- little bits o' history that range from the ridiculous to the absurd.

I have assembled this memorabilia and started, as an analyst once suggested to me, a Museum of Schwag. "Schwag," for those of you unfamiliar with the term, refers to those little marketing toys you pick up at tradeshows (or Shriners' conventions, for that matter) -- the things PR folks send to your office unsolicited to try and tart up a usually dreary new corporate message.

Now that the collection has reached critical mass, I will begin releasing these invaluable items piece-by-piece here on Light Ranting before they are eventually assembled and catalogued into an all-encompassing, exhaustive report.

Occasionally, these Schwag posts will feature a trivia question. And for the truly orginal and insightful response, we'll send out some of our own Schwag -- a Light Reading T-shirt!

Ready? Okay, first up:

  • Marketeer:
  • Name: Dorky Cisco Guy. I don't really know his name. I've been calling him DCG. If you know his real name, please let me know. I could not find anybody at Cisco that knew his name, even though I asked at least five marketing people. Many of them laughed at me, thinking I was joking. But, no, I am serious. And DCG's identity hangs in the balance.
  • Era: Pre-bubble to bubble-nova (1999-2001). Believed to have been discontinued after Cisco's share price dropped below $40.
  • Debut Venue: Unknown. Found next to the decaying carcass of a CLEC?
  • Field notes: A favorite of hardcore Cisco techies, the Cisco Guy originally came festooned with an oversized coffee mug. The mug was filled with something caffienated, but, alas, I think this was consumed by one of my children. This little guy has personality, enhanced by slightly nerdy Elvis Costello-like glasses frames and -- get this -- a soul patch! Would any Cisco marketeer worth his stock options come to work with a soul patch? How very dotcom.

    — R. Scott Raynovich, US Editor, Light Reading

  • nhayden99 12/5/2012 | 3:05:57 AM
    re: LR Museum of Schwag, Part I Dont know this Cisco guy but if anyone can find the Vistaril "butterfly"
    circa early 70's from Pfizer I will pay $250.
    It was a Schwag promo to docs to show how the new tranquilizer
    Vistaril worked.
    You put the butterfly at the tip of your finger and it balanced allowing the rep to talk about how Vistaril balences the personality.
    Scott Raynovich 12/5/2012 | 3:05:54 AM
    re: LR Museum of Schwag, Part I addendum to Schwag: Please send more. And tips on special, vintage Schwag, please. My e-mail is [email protected]
    paolo.franzoi 12/5/2012 | 3:05:53 AM
    re: LR Museum of Schwag, Part I
    Crap, now I am going to have to find my Robert Cray guitar pick from the General Bandwidth party at the 2000 N+I in Vegas. Great show by the way guys. Not sure why you through it.....

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