From Guns and Badges to Competitive Advantage
RSA Security CASE
Background
RSA, The Security Division of EMC, is the premier provider of security solutions for more than 90 percent of the Fortune 500. RSA helps the world's leading organizations succeed by solving their most complex and sensitive information security challenges.
Challenge
The challenge was to understand the role RSA plays, not only in the safe transmission and access of corporate data, but more importantly, in the work lives of IT users and decision-makers. The branding task was made more complex by a brand architecture that had grown inorganically. The naming system drifted from the use of RSA as a masterbrand, to an endorsement, to a collection of proprietary brands disconnected from the overall organization.
Solution
After extensive worldwide research, Protobrand learned that the extremely accurate, detailed, and descriptive nature of RSA’s communications was falling on deaf ears. Customers didn’t want to hear about “speeds and feeds.” They simply wanted to get a good night’s sleep knowing their data was protected. This point-of-view radically transformed the focus of communications. A new positioning was developed around the notions of seamlessness and confidence, and a brand architecture was developed that simplified choice and improved understanding.
Background
RSA, The Security Division of EMC, is the premier provider of security solutions for more than 90 percent of the Fortune 500. RSA helps the world's leading organizations succeed by solving their most complex and sensitive information security challenges.
Challenge
The challenge was to understand the role RSA plays, not only in the safe transmission and access of corporate data, but more importantly, in the work lives of IT users and decision-makers. The branding task was made more complex by a brand architecture that had grown inorganically. The naming system drifted from the use of RSA as a masterbrand, to an endorsement, to a collection of proprietary brands disconnected from the overall organization.
Solution
After extensive worldwide research, Protobrand learned that the extremely accurate, detailed, and descriptive nature of RSA’s communications was falling on deaf ears. Customers didn’t want to hear about “speeds and feeds.” They simply wanted to get a good night’s sleep knowing their data was protected. This point-of-view radically transformed the focus of communications. A new positioning was developed around the notions of seamlessness and confidence, and a brand architecture was developed that simplified choice and improved understanding.
