Cisco’s advertising campaign, “Human Network Effect,” illustrates the company’s philosophy. The campaign highlights the benefits that come to organizations that use their people networks more effectively. According to Susan Bostrom, Cisco’s chief marketing officer, the pragmatic campaign helps customers understand how Cisco’s technologies can save them money, bring products to market faster, and even have an impact on the environment. At the same time it has communicated why customers need Cisco’s products and services, the campaign has helped Cisco become the 14th most valuable brand in the world.