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How great collaboration builds bold brands: Kaite Rosa, Axonius
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Following staggering revenue growth of 46,000% between 2018 and 2021, cybersecurity asset management Axonius was unsurprisingly named as the fastest-growing cybersecurity company in America by Deloitte in 2022.
That’s pretty damn awesome. But it also presented a very familiar problem that high-growth companies tend to face. They scale so quickly, with such a focus on perfecting the product and the platform, that the task of also building a cohesive brand message and narrative takes a bit of a back seat.
It’s understandable. But there comes a point where it’s a major issue. And when Kaite Rosa joined the business as Senior Director of Brand in 2020, she immediately identified that it was becoming one.
So alongside CMO Nathan Burke, she set about fixing the problem. And the way they went about it makes for quite a story.
Join Dave and Kaite as they discuss:
- how Kaite and her team crafted a simple, human, relatable brand message
- how they landed gymnastics icon Simone Biles as a brand partner to help spread that message
- why Simone and Axonius’ other athlete partners embody the spirit of Axonius’ brand
- how those collaborations, plus the close collaborative spirit of Kaite and Nathan’s team, drive long-term success for Axonius
- why it’s so important to build such distinct brand narratives in crowded markets like cybersecurity
This is a conversation that will inspire any brand or marketing leaders out there who are struggling to make their brand stand out in cluttered markets.
So dive in and enjoy. And go follow Kaite on LinkedIn to keep up with the latest from Axonius’ remarkable brand journey - which is certainly not slowing down any time soon.
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