From Old News to Next Big Thing: Reinventing a Cybersecurity Brand

Whether you’re marketing a scrappy startup recently out of stealth, a leading global player or a vendor looking to break out of a crowded pack, odds are the that the cybersecurity landscape has evolved faster than you can build the brand—or demand (from prospects, investors or other audiences)—that you desire. And likely for good reason: even today’s most in-demand cyber technologies and hottest companies can be old news tomorrow as the market moves quickly to address the next big regulation, the risks of the newest-fangled innovation, or reporting from the latest quadrants, waves, and radars. While product roadmaps and engineering innovation may keep up, a brand’s reputation and results take a hit if marketing doesn’t stay ahead and perception lags reality. This panel will bring together marketers who have been on the front lines of reinventing cybersecurity brands at various stages and degrees to share what worked, what didn’t and what they’d recommend if they got to do it all again.