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Total Defense Branding

Total Defense Branding

FEATURED WORK

GOING BEYOND PROTECTION

Total Defense gets a new brand that goes Beyond the competition

OVERVIEW

As a new internet security company, Total Defense needed a brand that would allow them to stand out and compete against industry leaders. After naming the company, I led a team of specialists to build the new brand anchored around a “beyond” the category strategy. While the competition focused on selling features and software, we positioned Total Defense as more than just internet security, and differentiated the company through a relentless commitment to protect their customer’s digital lives through a multi-layered offering of software, services and support that goes Beyond Protection.

PACKAGING

To stand out in the crowded retail shelf space against better known internet security providers, we designed the packaging to look like “pentagon level security.” Sleek, with a masculine color palette —the silver foils and raised emboss attracted shoppers to pick up the product, while allowing them to feel the multiple layers within the shield.

BRANDING

The inspiration for the brand came from the layers of protection from the Roman centurion’s armour. After establishing the Beyond Protection tagline, we went to work on building a brand that would be known for their multi-layered approach to protect businesses and consumers from cyber criminals.

DIGITAL

At the heart of the brand redesign was the eintire digital ecosystem. We modernized the company’s ecommerce website, product interface design, partner portals, email programs, landing pages, and social media properties.

SIGNAGE

RELATED WORK

Total Defense Videos

Total Defense Videos

FEATURED WORK

BEYOND PROTECTION

Disrupting a complex category with whimsical video content

OVERVIEW

When CA Technologies sold their internet security division to a private equity firm, our team was called upon to rebrand the new company and also disrupt the category with memorable video content that positioned their products and services to everyday people in an approachable manner. We enlisted the help of Michael Strahan and John Walsh from America’s Most Wanted to teach us about the dangers of internet security. Our team produced numerous videos from concept through full production and ignited the channel with a new brand ready to challenge the status quo.
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“GEEKHAN”

Introducing, “Michael Geekhan”, the toughest defender on the grid iron, now teaches businesses how to defend against the toughest online threats.

“BAD COPS”

To further differentiate the new Total Defense brand and capture attention from both consumers and the b2b channel we paired John Walsh and Michael Strahan as “bad” cyber cops.

“PEP TALK”

Michael Strahan and Ian Eagle team up to inspire sales reps in the tech channel to get excited about the new Total Defense brand. Watch out Denzel!

Anti-Virus Product Video

We extended the campaign to include a series of product videos with performances from our two cyber cops that would make Reggie Hammond and Jack Cates jealous.

MOBILE SECURITY VIDEO

Our dynamic duo ease the fears of a paranoid caller by delivering easy to understand benefits of Total Defense Mobile Security.

INTERNET SECURITY VIDEO

Worms, trojans, and spammies are just some of the cyber threats our caller fears, but Walsh and Strahan educate him on how to get Total Defense.

RELATED WORK

Tiger Direct

Tiger Direct

FEATURED WORK

BRANDING TO GAIN A COMPETITIVE ADVANTAGE

TigerDirect rebrands to increase B2B marketshare

OVERVIEW

TigerDirect, known as one of the oldest and largest consumer retailers of IT hardware and software products wanted to diversify their sales and appeal to a B2B audience. We were commissioned to reposition and rebrand the company to make a leap as the “cheap” consumer retailer to the strategic partner SMBs and enterprise companies can trust with their most complex IT technology needs to move business forward. As part of our strategy, we partnered with Shark Tank’s Kevin O’Leary, aka Mr. Wonderful, to become our spokesperson to hep catapult the brand forward. 
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BRANDING

In order to truly differentiate themselves, we helped TigerDirect examine their competition, and undertook a rigorous audit of their current brand. We uncovered that they had no single, galvanized message that spoke to their constituency, since their entire focus had been centered around price.
We helped TigerDirect redefine a new vision for the future and anchored their new brand DNA around their new mission which in turned become the rallying cry that would unify the company around a key message that would define what they stood for and what they needed to do to win.
Our goal wasn’t simply to give TigerDirect a brand makeover, but to set the foundation that would evolve the company from a transactional model to a company that focused on delivering value and establishing profitable relationships through the daily delivery of their brand promise.
 

LEAD GENERATION

With the new “Do More, Better” brand in place, we partnered with Kevin O’Leary to create an integrated lead generation campaign that would entice prospect down a marketing automation funnel and reward them with premium content through each of their interactions. The content consisted of a campaign where Kevin O’Leary would share his Wonderful Business Tips. We created emails, landing pages, cheat sheets and a video library that users would access the deeper they engaged in the campaign.

VIDEO CONTENT

Video became a huge component of our rebrand to help build trust and create value through engaging video content that prospects, customers, partners and employees could learn from and enjoy. We created a marketing launch video that unveiled the new brand, as well as hundreds of videos with Kevin O’Leary and his Wonderful Business Tips series. 

SOCIAL MEDIA

We now had all of the components and content that we used in our social media strategy to help promote the new brand and create maximum engagement across TigerDirect’s social media properties. We launch the new social media brands with the “Ask Kevin” contest, where users would be able to interact directly with Kevin O’Leary and ask their business questions and get answers. The campaign got great traction and immediately the participants engaged and won all sorts of cool things in the process.

SALES ENABLEMENT

With the new brand and marketing programs in hand, we developed TigerDirect’s partner program, demand generation portal and sales collateral to help them transition into a B2B technology reseller and nurture their relationships. We helped them create a tiered partner program, with a defined sales and onboarding sequequence with automation of follow up emails, notifications, landing pages, sell-sheets, brochures, call scripts, shipping inserts and much more. 

RELATED WORK

Total Defense

Total Defense

FEATURED WORK

SECURITY, FOR HUMANS.

Repositioning an Internet Security challenger to connect with everyday consumers

OVERVIEW

Total Defense, an internet security company needed to differentiate its brand to stand out in a highly competitive market with larger competitors. After intense research, I recognized that everything had changed; from the way internet security was purchased —to the purchaser —to the value proposition. This change created an opportunity to disrupt the market with a new approach to internet security: “Security for Humans.”
I helped Total Defense reimagine their internet security products and repositioned the company with a new brand that appealed to a diverse audience: from Millennials to Boomers with a powerful product that was easy to use and easy to buy.
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BRANDING

Security for Humans, the new tagline informed everything we did. We set out to create a brand that was friendly, approachable and in-tune with what people wanted —worry-free protection from cybercriminals and hackers. This was in stark contrast to the industry norm that sold you the latest features with complex jargon that no one really understands. Do you really care what a root-kit, trojan or zero-day threat really is, or do you just want your smartphone, tablet or laptop protected from the bad guys.

MESSAGING

More than just messaging. We led product strategy to ease buyer fatigue by simplifying Total Defense’s products around the user’s lifestyle needs and architected a tiered product hierarchy with a logical naming convention. We developed core messaging around real-life use cases and benefits, while pairing consumers to the appropriate products. For the more saavy shopper the features were written to easily allow the user to comparison shop with a clear understanding of what was under the hood. The voice and tone of the new brand inspired confidence without intimidation.

PRINT & PACKAGING

To support the new subscription model, product packaging needed to evolve from the physical boxes to sleek gatefold “wallet” packaging that when opened, welcomed the consumer with a clear quick-start guide and installation instructions. The soul of the brand was infused at the retail level with color-coded product displays that were clean, modern and inviting.

WEBSITE

At the heart of the brand and the new subscription model was a new, human-friendly responsive website that was loaded with micro-interactions to facilitate the customer journey and inspire action. Everything from a simplified navigation to a clean visual design delivered a conversational brand story that made it easier for the user to research, learn and buy on any device, anytime.

USER EXPERIENCE

Intuitive user experience built around persona defined user flows where architected around the user’s needs. From our research, we identified that people seek internet security at three core moments: when their current internet security product is up for renewal, when they purchase a new device, or when they get hit with malware and need help! Conversational forms, at-glance product scrolls, simple product comparison tools and smart pop-ups streamlined the user experience and personalized the sales funnel.

INTUITIVE ECOMMERCE

The online shopping experience was redefined with inviting product pages that were segmented to inspire immediate action above-the-fold, while persuading users through easy to understand features, organized systems requirements for advanced shoppers, and product ratings, reviews and testimonials to seal the deal. An elegant shopping cart made it easy to upsell and cross-sell users, while a condensed form made for a speedy checkout.
After their purchase customers were able to easily share on their social channels the good news that a portion of their purchase was donated to help rescue missing and exploited children.

RELATED WORK