THE CHALLENGE – To find a unique and distinct positioning for Kaspersky, a Russian internet security provider (which consumers pay for), in a market place saturated with free offerings and well known western brands. How do we get Western consumers and businesses to trust this brand with their sensitive and confidential information?
THE METHODOLOGY – We had to go beyond traditional research in order to find out the deep rooted meaning of security in different markets and cultures. We had to find ways of consumers adopting a brand which was either unknown or known to be Russian (considerable barriers to get through, especially in countries such as USA, UK, Germany where “cold war” concerns are still very real and create mistrust). We interviewed both consumers and business customers (individually and in groups). To go deeper we used Archetype theory, we explored subconsciously the characters which inspire trust and confidence, which represented care and protection etc. Consumers then bought these to life through collages.
THE OUTCOME – A distinct archetypal character was developed; which created a positioning of utmost trust, appealed across all markets, broke through traditional stereotypes and enabled Kaspersky to became the desired brand in the market.