Building the bridge between the hoped-for and the possible.
Innovation, connectedness, optimism.
Innovative, high-tech, pioneering, corporate, serious, positive.
“The bridge to possible”
1. “Cisco Customer Experience (CX) for Cloud” (2019)
2. “The network. Intuitive.” (2017)
3. “There’s Never Been A Better Time” (2016)
4. “Hackers Of Troy” (2012)
“A love story that changed the world.
It began, like a lot of things do, with a basic human desire — the need to connect.
He liked her and she liked him. But both he and she worked in different buildings on the Stanford campus. Until one day, they figured out how to connect their computers together. Keep in mind, the year was 1984 and this new connection of theirs went on to become what we know as the network. It also started a company, Cisco.
Between every problem and its solution, every question and its answer.
Suddenly everyone — businesses, governments, technologists, artists, thinkers, doers, dreamers and makers, everyone, everywhere — found themselves a way forward, between what is hoped for and what can be.
Suddenly, imagination was connected to realization, vulnerable found protected, chaos met wonder, and the power of one was united with the power of many.
Suddenly, between hope and possible, there stood a bridge. Strong, reliable, enduring. And the world changed.
If you can imagine it, we will build the bridge to get you there.”
Cisco’s name is an abbreviation of San Francisco and its logo icon represents the Golden Gate Bridge.
In 2002, Cisco was the most valuable company in the world worth $555 billion.
1. Forbes on the “Bridge To Possible” campaign
P. Moorhead, “Cisco Unveils New ‘Bridge To Possible’ Branding Campaign”, Forbes, Nov 2018,
2. The Drum on why and how Cisco wants to become a marketing organization
S. Lim, “‘We Want To Become A Marketing Company’: Meet The New Cisco”, The Drum, Jn 2018,
3. The Drum on Cisco’s previous brand campaign
D. Zanger, “’There’s Never Been A Better Time’: Cisco And GSP Get Optimistic In New Work Featuring Ewan McGregor”, The Drum, Jun 2016,