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Driving Growth Leveraging The Symantec Brand
James RoseVP, Corp Marketing
Michael ParkerVP, Digital Marketing
Lisa Dardis-HarrupDirector, Brand
TODAY’S OBJECTIVES
Understand the power of the Symantec brand
Understand its influence on revenue, market share, customer loyalty, and stock price
Your feedback
3
IT TAKES20 YEARSTO BUILD A REPUTATION
5 MINUTESAND
TO RUIN IT.
– WARREN BUFFETT
“
”
Cash and equivalents
Physical assets
Real estate holdings
Intellectual property
Brand value ($)
Brand Value
CA Symantec Microsoft SAP IBM0
50
100
150
200
250
300
Mar
ket C
ap
$13B $13B
$259B
$77B
$240B
Logo
A Brand Is Not
Tag Line Ads
A Brand Is How We Are Perceived
Unique
Value to Customer
Defensible
Genuine
Emotional Connection
Pricing
Company Reps
AnalystOpinions
EmployeeBehavior
Advertising
Terms &
Conditions
CustomerOpinions
ReliabilityProductQuality
Product
Quality
ExecutiveReputations
PR Marketing
Past Success&
Failure
Style
What Makes A Brand
What IS the Symantec brand?
“Symantec is not getting the value out of its
portfolio.” 11
“Symantec is an antivirus company.”CIO Panel, Board of Directors Retreat, March 2011
HA
DLP
CloudWeb
Endpoint
Auth
Recovery
CSS
DR
Antivirus
Archiving
Encrypt
Backup
A position: “reality” vs. “perception”
The delta between the two is an
indicator of leverage and
market potential.
The role a company occupies in the marketplace, as defined by
market share and revenue.
The role the brand occupies in the marketplace, as defined by
audience perception of capability.
Reality Perception
PerceptionPosition: The world leader in computer software and systems.
Viewed as a leader in things like SMB backup where they don’t even have an offering.
Example:
Reality
Example:
Position: All things virtualization.
Broadly seen as the leader in virtualization and cloud solutions (including security).
Perception
Reality
Symantec’s Current Position
Position: The leader in antivirus software.
Perception
Reality
Legacy. Limiting. Devaluing.
What We Can Own
HADLP
Cloud
Web
Endpoint
AuthBackup
Recovery
CSS
DR
Antivirus
Archiving
Encrypt
Protection
What We Can Own
Data
Applications
Devices
Systems
Servers Transactions
Stuff
ID
Clouds
SmartGridsInformation
Livelihood
Assets
Positioning
Symantec protects
people and information.
From the device to the data center to the cloud, from identities to interactions…
This is not a tagline
Symantec Brand Strategic Framework
For people and organizations concerned with the integrity of their systems and data,
Target Audience
Frame of Reference Point of Difference
Symantec is theinformation protection company that never stops.
Messaging Strategy
Symantec.We never stop protecting your information.
This is not a tagline
we protect it.If it connects,If it’s digital,If it has an “on” button,If it’s made of bits,If it’s important,If it was created on a computer,If it resides on a disk,If it lives as code,If you can store it on a drive,If it’s on a chip,If it can be transmitted,If it involves 1’s and 0’s,SymantecWe protect the world’s peopleand information.
If you can “like it”,If you can download it,If you can attach it,If it uses apps,
How We Tell The World
“completed”
“handled”
“sorted”
“the box ticked”
“ 完成”“fertiggestellt”
“terminado”
“terminé”
“manipulés”
“behandelt”
“ 处理”
“manejado”
“triés”“sortiert”
“ordenados”
“ 排序”
“ 框中打勾”
“das Kästchen angekreuzt haben”
“el cuadro de marcada”
“la case cochée”
“protected”
How Do We Get There?
Execution
Delivering It Living It Saying It Selling It
Product Strategy/Development
InternalRollout
MessagingCreative
Sales Pitch
Execution
Delivering It Living It Saying It Selling It
Product Strategy/Development
InternalRollout
MessagingCreative
Sales Pitch
Execution
Delivering It Living It Saying It Selling It
Product Strategy/Development
InternalRollout
MessagingCreative
Sales Pitch
“I work at IBM, and we’re building a smarter planet.”
“I work at Google and we work to make
information organized and accessible to
everyone.”
“I work at BMW and we are committed to making the ultimate driving machine.”
“I work at Symantec.”
“I handle marketing for Norton.”
“I’m part of the Vontu team.”
“I work at Symantec, and we protect people and
information.”
COMPANYTEAMSYMANTEC
20,000 people working with one mission:
To protect the world’s people and information.
Living It
“We do whatever it takes to protect the world’s people and information; it’s who we are and it’s what we do better than any other company in the world.”
LIKE NO ONE ELSE ON THIS PLANET, WE ARE
MAKING A DIFFERENCE.
“I’m part of a team of 20,000 who fight the bad guys, disasters, and errors that can leave customers vulnerable. I make a difference relentlessly protecting the world’s information.”
“Our job is serious. We’re in the business of protecting people and information in governments, corporations, commerce, the economy, mobile devices, across the Internet, and everyday life.”
Us
Our Employees
Our Partners
Our Customers
Our Investors
Order of Understanding
The Internal CampaignFirst Steps
SymInfosymantec.com/tv youtube.com/symantec
Execution
Delivering It Living It Saying It Selling It
Product Strategy/Development
InternalRollout
MessagingCreative
Sales Pitch
Leveraging the Symantec Brand
Leveraging the Symantec Brand
Leveraging the Symantec Brand
Leveraging the Symantec Brand
Leveraging the Symantec Brand
Execution
Delivering It Living It Saying It Selling It
Product Strategy/Development
InternalRollout
MessagingCreative
Sales Pitch
The Challenge Is Real
“You keep saying Vontu. I thought you were Symantec. Aren’t you one company? You have a branding issue.” CIO, EBC Briefing, Mountain View, 2011
“You have Message Labs, Brightmail, and DLP all acting like different companies. Don't you
guys all work for the same company?”CTO, F500 Financial Company, 2012
DLPNetBackup
Selling Protection – The Portfolio
Selling Protection – The Portfolio
BackupManagedSecurityServices
Validation& IdentityProtection
MobileData
Management
Selling Protection – The Portfolio
4 Appliances
Selling Protection – The Portfolio
30 Appliances
Selling It
Selling It
Protect identitiesProtection from threatsEnsuring it's backed up and availableKeep systems up and running
in the cloud.We protect the world’s information
Selling It
We protect the world’s information
Protect without impacting performanceEnsure it's backed up and always recoverableKeep applications up and runningMeet compliance needs
in virtual environments.
Selling It
We protect the world’s information
Configuration, control, and manage mobile devicesProtection through corporate data separation and delivery of IT servicesManage and control mobile expensesEnable two-factor authentication, DLP, PKI, and cloud access
when mobile.
The Impact For Sales
RIGHT PositioningConversationDeal
Greater RecognitionDrives Greater Revenue
Being A World-Class Brand
You Are The Greatest Part of Our Brand
Company Reps
AnalystOpinions
Product
Quality
EmployeeBehavior
PricingAdvertising
Terms &
Conditions
CustomerOpinions
Reliability
ProductQuality
ExecutiveReputations
PR Marketing
Past Success&
Failure
Style
in your hands,
Enrique Salem
Symantec, CEO
“You hold the Symantec brand
and technological expertise,
you.no one has more impact on our brand
thanAlong with our people, talent,
it is one of the most important assets we have.Guard it
well.”
Research & Development
Launch Timeline
Jan – March 2012Aug - Dec 2011 April – June 2012
Phase 1 (April)
Oct – Dec 2012
Key Stakeholders:• Presidents Forum• WWSML• Managers tool kit
Key Activities• Leadership training
standingKey Stakeholders:• Global Employees
Key Activities• Awards• Real stories• Employee giveaway• Creative refresh
June – Sept 2012
Phase 3
PHASE 2
Key Stakeholders:• Global all hands
Key Activities• All hands meeting• Relentless awards• Site celebrations• Creative launches in tier 2 cities• Refresh tier 1 countries
Executive Awareness
Key Stakeholders:• GLC• Top 200• Board
Phase 1 (May/June)Key Stakeholders:• Global Employees Key Activities• All hands meeting• Employee training• T-shirts• I am the difference
creative tier 1 countries• Mailer to remote employees
Next steps
Our Ask
1. Stop
2. Adopt
3. Act
Your Ask
1. _______2. _______3. _______
Thank you!
SYMANTEC PROPRIETARY/CONFIDENTIAL – INTERNAL USE ONLYCopyright © 2010 Symantec Corporation. All rights reserved.
michael_parker@symantec.com
lisa_dardis@symantec.com
branding@symantec.com
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