Accentuate the positive
How to turn “don’t” into “do.” And re-energize a brand in the process. Consider the case of Symantec. Historically, its core message was all about security and risk avoidance. Marketing was filled with words like “stop,” “control,” and “don’t.” But Symantec offers a lot more than security. Our job was to to tell a more accurate and engaging story about Symantec’s many products. So we made a decision: Stop talking about prevention and start talking about enablement—and the long list of things Symantec can help you do. We launched a global rebrand in twenty countries and almost as many languages. Overall, 2.5 billion impressions were served. And results were impressive—including a 21% increase in brand favorability and 65% increase in purchase intent.