Radware pioneered internet traffic management, establishing a reputation for innovation and experience. But with the explosive growth of the internet, Radware needed to reposition itself in an increasingly competitive marketplace, which included heavyweights such as Cisco and Citrix.
Ken worked with the CEO and his management team to develop a brand strategy and message that moved beyond a product focus and turned towards what mattered most to their customers – the need for certainty in e-relationships. With a more customer focused message and a new visual identity to support it, the company was able to reengineer sales and marketing around a more compelling proposition.
The new brand helped Radware re-establish its leadership role at a critical point in the company’s history.