Raytheon’s cybersecurity company along with two others were rolled up into one but without a clear branded reason for being. With less than 1% unaided awareness, the newly formed Forcepoint needed a highly relevant yet differentiated brand proposition to position them as a thought leader in an extremely competitive market.
The competitive status quo was all about building virtual walls to protect the business from the outside-in, predominantly by adding layers of protection to perimeters and endpoints. By combining our research and brand narrative work with Forcepoint’s unique product strengths we identified a human-centric positioning focused on protecting the business from the inside-out—starting with people.
We architected a thought leadership platform targeting Boards and the C-Suite anchored in the question “If cybersecurity were created today, what would it look like?” We then activated the idea through a deeply integrated partnership with the Wall Street Journal. A content-driven teaser campaign led up to Davos where Forcepoint’s CEO gave a speech, followed by a series of engaging animated videos featuring industry thought leaders. All activities drove engagement to online surveys, webinars and in-person conversations surrounding a different way to think about cybersecurity. The program overall exceeded WSJ historic engagement metrics by over 50% and resulted in 6 new meetings with Fortune 500 C-Suite members.