Cybersecurity professionals have no shortage of conferences and events to attend. To succeed in a crowded field, mWise needed to intrigue and excite them with substance and style they simply wouldn’t find from anyone else.
Sector
Cybersecurity
Events
Brand Challenges
- Differentiate in a crowded market space
- Convince competitors of a vendor-agnostic approach
- Convey the perception of a world-class event
- Support aggressive attendance targets
Story Tools
- Competitive Analysis
- Vision & Mission
- Brand Platform & Personality
- Backstory & Messaging Framework
- Brand Identity
- Brand Guidelines
- Digital Marketing & Advertising
- Strategic Media Planning
- Social Media Marketing
- Campaign Print, Digital, Environmental Creative
At issue
Google’s 2022 acquisition of Mandiant, recognized as the market leader in threat intelligence, represented a significant enhancement to Google Cloud. With Mandiant on board, Google decided the time was right to launch a global security conference open to the security community at large. Mandiant’s own user conferences were highly respected and well-attended. That said, convincing a broader audience that a new, expanded conference could be both vendor neutral and substantively different from a host of other established and well-regarded security conferences represented a significant challenge.
World-Class from the Get-Go
Our competitive research and other discovery efforts led us to focus the mWISE credo and positioning on substance over scale, in line with the vision, crafted with leadership, to be the most important conference for security practitioners. The tagline, Where security’s best get better™, summed up the spirit and promise of the brand. With characteristic flair, one of our two hand-picked network partners for this effort, Los Angeles-based Hamagami/Carroll interpreted the personality profile we developed with a bold, distinctive visual system they went on to apply to the sum of event-related communications. Our second network partner, Oakland-based WHM Creative, developed distinctive promotional copy and applied it to a robust digital engagement campaign geared to an aggressive attendance target.
Deliverables & Outcomes
Story tools included a vision and mission; brand communications platform and backstory; and multi-audience messaging framework together with a new visual system and brand guidelines developed by Hamagami/Carroll and a digital communications strategy and promotional campaign developed and executed by WHM Creative.
Participants have praised mWISE for its actionable advice and high-caliber speakers. As cited in BleepComputer, attendees from the 2023 conference noted it provided “more actionable advice for incident responders and detection engineers than any other conference” and described it as “an incredibly insightful conference” that left them “vastly more informed.”
With its proven ability to attract top industry expert speakers and focus on current cybersecurity challenges while maintaining a community-driven and vendor-neutral approach, mWISE is well on its way to fulling its vision.