Secure Anchor: Marcom

Marketing Challenge:

Secure Anchor Consulting provides information protection services to a great number of Fortune 500 industries, as well as government, military, energy, IT and legal industries. We have coalesced the expertise of well-known and widely respected security professionals, many of whom are respected authors and frequent speakers at venues around the globe, including the SANS Institute and Black Hat conferences. When prominent information security experts have founded an elite ‘niche consulting firm’ for NSA-level projects, They were challenged with naming their startup in a way that will allow them to capture both what they do, but most importantly where they do it and what’s so unique about it. While ‘what they did’ was information security, where they did it was not easy to explain. The problem was that most corporate and government clients believed that they should hire information security firms to test their security systems by hacking from the outside, assessing the threats and then plugging the holes in the system in forms of higher encryption or better firewalls. But our client believed that most of security breaches actually transpire and result from internal security breaches. But if most clients didn’t know this was the key problem in their security enterprise, how could one market it?

Strategic Solution:

The Borenstein Group leveraged its acumen in product and corporate naming to identify the three most critical elements in helping a startup gain rapid brand recognition and notoriety. First, the name must be easy to pronounce and evoke instant connotation to what the company does as it could not afford heavy spend on advertising and public relations. Second, the name had to ‘start a conversation’ by evoking a sales metaphor that will allow the business developers to story-tell ‘why we called it this name and where is the problem in your enterprise’. Last, the name had to separate itself from a sea of generic security consulting firms that were virtually indistinguishable, making it harder for a new firm to stand out of the matrix and get noticed. Responding to these challenges, The Borenstein Group has created a corporate marketing metaphor for the client which evoked the situation whereby corporate enterprises believe they are Islands isolated by their heavy and tall firewalls, while in reality, they are really ships in rough waters that constantly struggle with cargo (information) that comes and in and out as well as external threats (sharks in water) and internal threats (industrial spies, rogue employees) that could damage and breach their security. Inspired by this metaphor, The Borenstein Group created the name “Secure Anchor”. Evoking the sea, the name evoked the mission of ‘keeping your business focused by helping you navigate the sea of security threats you face on a daily basis. Secure Anchor provides creative solutions that keep you ahead of the attacks and provide peace of mind that your critical assets are securely anchored.’

Strategic Benefits:

In full alignment with a fully integrated marketing approach which included a new logo and corporate identity system, web site and strategic content for sales literature, Secure Anchor sailed to corporate success with Borenstein Group’s help. Where most startups fail in their first year, Secure Anchor was not only able to secure contracts and consulting engagements, but become a provider to a great number of Fortune 500 industries, as well as government, military, energy, IT and legal industries. It was also able to quickly recruit to its advisory board well-known and widely respected security professionals, many of whom are respected authors and frequent speakers at venues around the globe, including the SANS Institute a