Case Study
Global Cybersecurity Brand
BRAND STRATEGY
Technology
Transforming a cybersecurity legacy: Market Repositioning Strategy
THE CHALLENGE
A long-established cybersecurity firm was facing a critical identity crisis. Despite generating over $1B in revenue and protecting 100M+ users, the company struggled with market perception. While they had successfully evolved from traditional antivirus solutions to next-gen cloud and AI-powered security, they were still viewed as part of the old guard rather than a leader in modern cybersecurity.
With plans for a public offering, the company needed to overcome limited brand awareness beyond their channel partners and effectively position themselves against aggressive, specialized competitors dominating the endpoint and network security spaces.
The company needed a clear positioning strategy that would highlight their unique strengths in delivering enterprise-grade protection that was accessible to mid-market businesses.
OUR STRATEGY
To develop an evidence-based positioning strategy, we implemented a comprehensive research program targeting IT decision makers and managed service providers across the US, UK, and Germany.
Our approach included:
– In-depth discovery sessions with stakeholders and sales teams to establish baseline hypotheses
– Qualitative research with over 130 IT decision makers across different company sizes and 55 MSP leaders through online diaries and conversations
– Quantitative validation through surveys with 900 IT decision makers and 100 MSP decision makers
We applied MaxDiff exercises and derived pathway analysis to uncover which benefits and attributes were most valued by decision makers and where our client could credibly establish leadership.
Most importantly, we discovered that competitors focused on technical superiority were missing critical priorities our client was uniquely positioned to address.
IMPACT
Our research and strategic recommendations provided the client with a clear positioning that differentiated them from technically-focused competitors. The insights empowered them to:
– Create a cohesive brand narrative emphasizing their ability to deliver sophisticated cybersecurity solutions accessible to mid-market businesses
– Prioritize marketing investments for their public filing
– Develop messaging pillars that resonated with IT decision makers and MSPs
– Refine their sales approach to highlight strengths in both endpoint and network protection
The strategic clarity enabled confident decisions about marketing initiatives and sales focus. This positioning helped attract more capital investment to fuel growth and establish the company as a provider of enterprise-level security outcomes to mid-market businesses.
The company successfully navigated its transition from legacy provider to next-gen cybersecurity leader, positioning for continued growth into its fourth decade.
