The Leading Brand Strategy Agency Dedicated to Building B2B Brands



Creating and executing brand strategy.

Linksys, a leading provider of networking products, creates both wired and wireless solutions for consumers and small office/home office users. Prior to being acquired by Cisco but already a force in networking products, Linksys engaged BrandingBusiness for a brand initiative that would enable them to maximize their brand value.

Our challenge with Linksys was to create and execute a brand strategy that would enable them to own the category— which was also a rapidly changing market—and maximize their brand value as the company began to position itself for a potential sale.

Strategic Insights
Working with founder Victor Tsao and other C-level executives, BrandingBusiness established that the key for Linksys to own the leadership position was to leverage their core strengths through distributors. BrandingBusiness discovered fragmented messaging across the Linksys marketing communications efforts that did not properly communicate the company’s unique value proposition to distributors and end-users of their products.

At the time, networking was a new technology experiencing rapid growth—which made it difficult for distributors to understand how the products were to be used and installed. More importantly, the distributors could not effectively communicate these concepts to retailers.

With those insights in mind, BrandingBusiness developed a customer-centric strategy around the idea of making networking “easy”—easy to understand, install and communicate at retail. To summarize and express the new brand positioning, we created the tagline: “Networking Made Easy.”

BrandingBusiness helped crystallize a brand position for Linksys by applying the messaging across all marketing efforts including the website, packaging and point-of-purchase displays. Our brand development work was successfully implemented in 2001 and 2002, and it paved the way for Linksys’ acquisition by Cisco that followed in 2003.

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