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SYMANTEC

Establishing the true nature of security

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Symantec’s marketing was all about stopping threats. Our brand strategy and global campaign celebrated what cybersecurity makes possible.

For decades, Symantec’s marketing leaned on words like “stop,” “prevent,” and “don’t,” just like the rest of the cybersecurity industry. Its leadership asked us for a new foundational strategy and a global brand campaign. How could a company defined by prevention tell a more inspiring story?

Our research revealed a simple truth: Security isn’t a product. It’s a feeling. And when organizations feel secure, they dare to do more. So we celebrated what protection makes possible. We created two anthemic videos built around words like roam, innovate, and collaborate. The campaign also appeared in print, digital, and out-of-home ads across 20 countries, serving 2.5 billion impressions. Brand favorability rose 21 percent, and purchase intent jumped 65 percent.

Enormous amounts of research, brainstorming, and refinement go into seemingly simple messaging recommendations. In this case, it was that Symantec should be telling the flipside of the story it usually told in communications.
The compelling message was flexible enough to work well in more than a dozen languages, including Mandarin.

In our research we learned something meaningful: security is not a product, it’s a feeling.

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