Optical/IP Networks

Name Games

11:45 AM -- A lot was made late last week about Cisco Systems Inc. (Nasdaq: CSCO) dropping the LinkSys brand name. Maybe it's a case of listening to the same speeches one time too many, but I could swear this is old news.

Cisco executives have been up-front this year about phasing out the LinkSys name. CEO John Chambers mentioned it at NXTcomm, and I thought I'd heard him say it earlier in the year, possibly as early as CES.

The whole idea, of course, is to promote Cisco's own name as a brand, getting consumers to know the company not for its routers, but for its role in delivering video. That's also part of the reason behind the whole Cisco Field project.

Shareholders might well wonder how much the branding effort will cost Cisco. They might also look back at the Intel Corp. (Nasdaq: INTC) "Intel Inside" campaign as precedent that this can work.

The Scientific Atlanta name is going away too, eventually. Chambers says consumers just aren't familiar with the name to begin with, so it won't get the kind of grace period LinkSys did.

— Craig Matsumoto, West Coast Editor, Light Reading

Pete Baldwin 12/5/2012 | 3:04:49 PM
re: Name Games From the official Cisco blog:

"Linksys consumer and SMB products will continue to be marketed under the Linksys brand and co-exist in the market with Cisco branded connected home products over the near term. We will continue to examine our branding strategy going forward (as we have to date) and make changes if and when these changes add value to our customers' decision making processes and our channel partners."


But Cisco PR confirms that John Chambers has, indeed, said that the long-term plan is to phase out "Linksys" in favor of the Cisco brand name.

That plan is subject to change, I suppose.
Sign In