F-Secure
Strengthening the consumer focus and brand of a B2B leader
For years, F-Secure’s strategy has been to provide Internet security software to businesses and consumers via channel partners, with limited investment in the F-Secure brand. This strategy drove profitable growth, but left F-Secure’s brand awareness relatively low. At the same time, the fast-growing consumer business required F-Secure to strengthen the brand and consumer-orientation of the company.
We had helped F-Secure through transitions before, but this challenge was particularly exciting. F-Secure’s technology had always been exceptional, but competitors’ brands were very strong. Furthermore, the whole internet security industry had been very technical in its communication to consumers.
We started with international ethnographic research to build a picture of what people value in IT. Their attitudes, behaviors and feelings revealed many insights that we then used as the basis for quantitative research. With data from three countries, we were able to build an internationally relevant behavioral segmentation model.
Based on the business strategy, we chose one primary segment and two secondary segments. Then, we developed the positioning strategy and identified priorities around the Quadric® framework. The new brand promise, “protecting the irreplaceable,” captures the essence of this strategy. People are only now beginning to realize the irreplaceable value of digital content and trusted online relationships. F-Secure will become known as the company that profoundly understands and protects this value.
The resulting communication platform, media strategy and direct-to-consumer campaign created new energy in the company and momentum across all sales channels.
Client description
F-Secure is the world leader within Internet security provided through Internet service providers and mobile operators. (EUR 110m, 750 employees)
Quadric scope
- Consumer market segmentation
- Positioning strategy
- Marketing strategy
- Media strategy and planning
- Campaign and website development
Outcome
- Positive impact across all sales channels
- Increased employee engagement and pride
