In addition to sharpening how it positions itself in the market, MixMode is using its brand story to make a compelling, difficult-to-imitate case for its patented Generative AI technology.
Sector
Cybersecurity
Brand Challenges
- Stand out from the signal noise of a crowded competitive landscape
- Set a stronger barrier for messaging fast-followers to breach
- Clearly communicate the decisive value of a novel AI technology
- Align visual system with newly articulated personality
Story Tools
- Competitive Analysis
- Vision & Mission
- Brand Platform
- Backstory & Messaging Framework
- Visual System
- Brand Activation Playbook
At issue
Founded in 2012 and headquartered in Santa Barbara, California, MixMode is a self-learning AI-driven cybersecurity platform that can detect threats and anomalies across any data stream and at any scale. While the benefits of the company’s platform are decisive, a general lack of awareness about its third wave AI technology too often resulted in getting the company placed “in the wrong box.” This led MixMode to have to work extra hard to distance itself from competitors whose offerings were qualitatively different and more limited.
Story development
After establishing an updated purpose, vision and mission with the company’s CEO and leadership team, we proceeded to develop a story that speaks directly to the urgent pain point faced by the organizations that must deal with the largest and most diverse data sets to provide mission-critical services: a sheer absence of solutions that can scale without compromise to meet their needs. Beyond that, we crafted the story to decisively out-message fast followers around key themes such as real-time visibility, continuous learning power, and a level of precision that other, noisier solutions simply can’t match.
Deliverables and outcomes
Story tools included a brand communications platform and backstory, multi-audience messaging framework, refined identity and new visual system. We also provided high-level insights into effective ways to bring the brand story to life. In the two years since implementing its story-based brand communications toolbox, MixMode has accelerated its key client wins with cities, government agencies and other data-intensive, mission-critical organizations. In 2024, the company was named the leader in AI cybersecurity in the annual Cybersecurity Excellence Awards.