How great collaboration builds bold brands: Kaite Rosa, Axonius

07/13/23 • 39 min

Following staggering revenue growth of 46,000% between 2018 and 2021, cybersecurity asset management Axonius was unsurprisingly named as the fastest-growing cybersecurity company in America by Deloitte in 2022.
That’s pretty damn awesome. But it also presented a very familiar problem that high-growth companies tend to face. They scale so quickly, with such a focus on perfecting the product and the platform, that the task of also building a cohesive brand message and narrative takes a bit of a back seat.
It’s understandable. But there comes a point where it’s a major issue. And when Kaite Rosa joined the business as Senior Director of Brand in 2020, she immediately identified that it was becoming one.
So alongside CMO Nathan Burke, she set about fixing the problem. And the way they went about it makes for quite a story.
Join Dave and Kaite as they discuss:

how Kaite and her team crafted a simple, human, relatable brand message
how they landed gymnastics icon Simone Biles as a brand partner to help spread that message
why Simone and Axonius’ other athlete partners embody the spirit of Axonius’ brand
how those collaborations, plus the close collaborative spirit of Kaite and Nathan’s team, drive long-term success for Axonius
why it’s so important to build such distinct brand narratives in crowded markets like cybersecurity

This is a conversation that will inspire any brand or marketing leaders out there who are struggling to make their brand stand out in cluttered markets.
So dive in and enjoy. And go follow Kaite on LinkedIn to keep up with the latest from Axonius’ remarkable brand journey - which is certainly not slowing down any time soon.

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how Kaite and her team crafted a simple, human, relatable brand message
how they landed gymnastics icon Simone Biles as a brand partner to help spread that message
why Simone and Axonius’ other athlete partners embody the spirit of Axonius’ brand
how those collaborations, plus the close collaborative spirit of Kaite and Nathan’s team, drive long-term success for Axonius
why it’s so important to build such distinct brand narratives in crowded markets like cybersecurity

Send us a message if you enjoyed this episode

Previous Episode

How to scale your tech firm through great PR: Kirsty Jarvis, Luminous PR

It’s time for another chat with one of our fellow agency buddies - and in the hotseat this week is the wonderful Kirsty Jarvis, founder and CEO of tech-specialist communications firm Luminous PR.
We’ve recently been getting to know the Luminous team through our shared love of working with game-changing technology businesses. Their approach to building B2B brands and driving growth through tailored communications strategies is pretty impressive. So we were delighted when Kirsty agreed to take time out of her busy schedule to take us behind the scenes of how they do it.
Join Dave and Kirsty as they sit down to discuss:

why PR is so important to early-stage startups
how Luminous’ approach differs for more established firms versus startups
the key trends and developments in the world of PR right now
why it pays to be creative when devising a comms strategy that cuts through the clutter
how PR strategies are changing for tech firms in the current climate of profitability and sustainability, versus the last couple of years of free capital and growth at all costs

...and plenty more! If you like the sound of Luminous and what they do (and why wouldn’t you, they’re seriously good PR experts) follow Kirsty on LinkedIn here, and find out more about the agency on their website.

Send us a message if you enjoyed this episode

Next Episode

Building an extraordinary brand from scratch: Ari Yablok, Island

Ari Yablok is the Head of Brand at Island, the Enterprise Browser. If that sounds like a pretty simple description of what Island does, then there’s a very deliberate reason for that. And it’s a reason that has seen Dave fall completely in love with the brand strategy, identity, narrative and messaging that Ari has created for this Israeli startup that is going global pretty rapidly.
Everything about Island exudes simplicity. The idea behind the product. The product itself. The experience of using it. The problem it solves. It’s easy, clear and stress-free. And this is all reflected perfectly in the simple, clean, zen-like brand experience that it’s all wrapped up in, and which entices you with its beautifully uncomplicated and supremely confident attitude.
But don’t think for a second that the process of developing it was simple. It took a serious investment of strategic work, along with a heavy dose of boldness from Island’s founders to choose a path so unlike any other company in their space.
Dave has been a long-time fan and admirer, both of Island and of Ari’s approach to crafting strategic narratives, end-to-end messaging and brand identities for tech companies in general - which he did for 50+ firms during his previous role at the B2B agency Atreo.
So join us for another episode of fanboying as he chats with Ari on:

the story of Island’s brand development, from first conversation to now
the thinking behind its distinctive ethos and visual identity
how he and the Island team bring it to life in a differentiated way at live events
the challenge of evolving the brand as the company evolves
the role of Island’s founders in the whole process

This is more than a story about an interesting brand. It’s an inspirational journey into the magic that happens when visionary founders and brand experts team up before a company has even launched, and build the brand alongside the product.
Find out more about Island here, and follow Ari’s work on LinkedIn at www.linkedin.com/in/ariyablok.

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