Challenge

In the highly-competitive landscape of security technology, Internet Security Systems (ISS) established their position as an innovative and trusted leader. However, their unique capability to deliver “preemptive security” solutions was overshadowed by the market dominance of such players as Symantec and McAfee. From 2003 to 2006, DaynerHall successfully guided their brand to a more cohesive level, broadening their “ahead of the threat” message and helping it cut through the clutter. However, their renewed market position – along with their X-Force research component – made them a prime target for acquisition. In early 2006, IBM purchased ISS, and the demands of integrating their brand, messaging and marketing tools to the IBM universe became one of their most critical challenges to date.

Solution

From 2003 to 2006, DaynerHall developed a deep, detailed brand architecture for ISS – culminating in the creation of a comprehensive style guide. From marketing collateral to advertising templates, this guide served as the focal point for expanding the ISS brand to a worldwide audience. Additionally, DaynerHall developed a series of hard-hitting advertising campaigns, reaching audiences in both technical and business-level publications. These campaigns focused on the ISS Preemptive Protection white paper – a highly strategic document written by DaynerHall. Coupled with targeted marketing collateral and strong channel partner programs, DaynerHall helped ISS mature into a major player – and an enticing target for a multi-billion dollar acquisition.

Like many Fortune 500 companies, IBM had adopted a stringent set of criteria for approving marketing partners. Following the acquisition, DaynerHall participated in the adoption process – and successfully achieved status as a trusted IBM marketing resource. The first challenge: the critical “bluewashing” – or template conversion – of all legacy ISS marketing material; over a period of several months, DaynerHall worked vigorously to adapt the ISS brand to the IBM platform. Since 2006, DaynerHall has continued to support the IBM Internet Security Systems business unit, and have begun to engage other areas of the IBM organization.

Results

Once a less-visible player in the information security field, DaynerHall’s efforts helped elevate the ISS brand to a whole new level. In late 2006, one of the print campaigns was featured in B2B Magazine’s coveted “Gloat” category – establishing it as superior creative when gauged against a major competitor. DaynerHall was also instrumental in transitioning the ISS brand to the IBM platform, providing unfettered support to their various product marketing, engineering and executive management. To date, we have successfully completed the transition, and continue to support their marketing efforts – even counseling the IBM ISS leadership on strategic messaging.