Cylance: A Well-Executed BrandBy Jenny Rain
August 22, 2016
Utopia for a CMO is that tiny space between marketing vision, execution and consumer retention that catalyzes a consumer to A-C-T, act! Achieving consumer brand awareness is fabulous, but often illusory in our over-saturated marketing chatter-sphere.
So when an advertisement manages to break through a fatigued-consumer’s visual nebula, it’s notable. When the consumer turns to look a second time, it’s a win because the ad has done its job effectively. This is where us marketers dream of landing, that oft-elusive SECOND glance.
When an ad catalyzes a consumer to pursue the BRAND, tell OTHERS about the brand and then write a blog about it four months later—That is a win-win!
Four months ago I was riding the metro when I saw a "Matrix-like" ad. I glanced and looked away, then glanced again and started examining.
The bottom of the ad had the words “Silence the Threat” written beneath the firm's logo. While it took me longer to catch on, I started putting together the puzzle…
Silence = Cylance. Cylance can silence the security threats to my technology.
The play on words was creative. The subversive impact on my emotions (and thus my brain) — ingenious! Immediately, it became clear that if I purchased a Cylance product, my technology (computers, work product, etc) would be well-protected. Any threat to my technologically-oversaturated-life would be stopped and I would be safe, err, I mean, all my technology would be safe.
Furthermore, the branding is very reminiscent of the Matrix movie series (one of my personal favorites). From that brand style, I inferred that somewhere within the Cylance “system,” an individual just like Neo is guarding my assets. Sweet!
Creative word play + Matrix-like branding = A branding scenario where the customer looks more than once.
The Cylance brand was so effective, I walked into work and immediately researched the company. I looked at their website on both desktop and mobile, Googled them and spent a portion of my day learning what they do.
Their overall brand is green and black, the typography is modern and their brand mark is a shield (I envisioned Neo standing with the Cylance shield fighting off the cyber-threats).
The website is a fantastic execution of modern UX with the green and black branding colors used throughout. Again, this use of color reminded me very much of the stream of green and black numbers in the Matrix movies.
The ingenuity of the brand however, is that this time, the green and black Matrix branding is on the side of the good guys trying to keep the system safe instead of the bad guys.
The use of infographics to explain what they do is readily accessible and interesting.
Additionally, there is a nifty countdown clock that lets users know that Cylance is coming to a city near them (with their shield and with Neo, of course).
So let’s recap: A simple ad on the metro prompted me to investigate a firm and its services. I then researched that firm and its underlying brand, told co-workers about it and now, four months later, I am now writing a blog about it. How often do marketing teams get this kind of reaction (Hint: Only if their brand is fabulously executed – which Cylance's brand most definitely is)?
Well done Cylance!