Absolute: Confident to the Core

Rebranding a global software provider to enter new markets.

Published on

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now



Absolute's data security software dominates the educational market. To build on this success, the company had developed an aggressive growth strategy aimed at penetrating untapped markets, including health care and financial services, where data is mission-critical and regulations require enhanced security measures and reporting. However, Absolute's legacy value proposition, based on device recovery following theft or less, needed to adapt for the corporate market, where protecting data is far more important than retrieving laptops and smartphones.

Research revealed that Absolute's chief competition wasn't other software vendors. Rather, it was a false sense of security among corporate IT executives that encryption and passwords were sufficient to protect their precious data. The new brand focuses on the positive benefit Absolute delivers: greater confidence to take a company's business anywhere in the world. This new brand repositions Absolute not as a replacement for existing security software but rather as an additional layer of security that provides an added degree of confidence.

Jun 16, 2017
DeSantis Breindel
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age