Articles, podcasts, and training on how cybersecurity companies earn trust and become a category of one.
Almost 70% of the cybersecurity startups we scored at RSA use blue as their primary brand color. That sameness has a measurable commercial cost, and the outliers prove it is avoidable.
Phill Keaney-Bolland
We ran readability analysis on 72 of the 77 startups at RSA's early-stage expo. The median site demands a postgraduate reading level. Their visitors skim like flies, not scholars.
Phill Keaney-Bolland
We scored all 77 startups at RSA on brand differentiation. These are the seven that scored highest, with the specific reason each one earned it.
Phill Keaney-Bolland
Showing 13–15 of 16 articles
Strategy on a slide is not a brand. This episode is about the transition, and uses the Jaguar rebrand as the cautionary case.
Nintendo stopped competing on the specification everyone else was racing on and built a category of one. The method behind that is teachable.
Clients want to see the logo. The work that decides whether the logo lands happens before anyone opens a design tool.
Showing 13–15 of 16 podcasts
Showing 4–4 of 4 case studies
Occasional, evidence-led notes on brand, messaging and websites for security startups. No spam. Unsubscribe any time.
