• Brandweek, Monday, January 23, 2006 12:15 PM

Cisco Systems, gearing up for a move into the consumer electronics business, has named a new CMO to lead the company's branding, advertising and positioning efforts. She is Susan Bostrom, who has been with Cisco for eight years and will replace James Richardson. "Cisco is pretty ambitious. They are established in the business marketing, but not in the home," said Marty Brandt, partner at San Francisco-based consultancy TrueBrand. "They want to extend out of B2B. It'll be interesting to see how they take home electronics to the marketplace." Cisco is planning to unveil new entertainment products next month from its Linksys home networking division. Bostrom has worked in Cisco's Internet Business Solutions Group; James Richardson will step aside to serve as senior vice president-commercial business and focus on the small and midsize business market.

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