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Kaspersky Lab says its biggest challenge in the Americas is its brand, and it’s looking to do something about it.
Despite rapid growth, north of 30 per cent in the Americas last year, the company still has a lot of ground to make up to reach its stated goal of being number one in digital security by 2014, and by going through an extensive branding exercise, the company’s marketing executives say they’ll be positioned to reach that lofty goal.
“Our partners see us as different and unique, as contributors to their success, as much more human than our competitors,” said Randy Drawas, CMO of Kaspersky Americas in a presentation at the company’s Americas Partner Conference in Punta Canada, Dominican Republic.
But Roger Wilson, vice president of global marketing, said that the company needs to build the brand for its target audience, and that aside from “the colour of the box,” it can be hard for consumers to tell security vendors apart from their message.
“They all sell on trust and confidence and ideas like that, it’s an opportunity for us to carve out points of difference for ourselves,” he said.
Over the last year, Drawas said Kaspersky has been working with customers to define who they were, but there was no doubt from the beginning, Kaspersky is going to do thing a little different.
“We’re kind of rebels for a cause, fighting malware and threats on the Internet,” he said.
The two marketing chiefs presented the marketing acrostic of RADOR as what their brand aspires to be, with the first R standing for “relentless expertise,” A standing for “always ahead,” D standing for “different,” O standing for “optimized for different audiences,” and the training R standing for “reassuring.”
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