Log In
Log In

Why Join

F-Secure’s technology had always been exceptional, but competitors’ brands were far more recognized. To drive growth, the F-Secure brand needed to be strengthened. But, first we needed to understand consumer needs and behavior in this fast-changing market. We started with international ethnographic research to build a picture of what people value in today’s digital world. Their attitudes and behaviors related to loss revealed many insights that we then used as the basis for a quantitative survey. With data from three countries, we were able to build an internationally-relevant behavioral segmentation model. We then developed a positioning strategy, brand identity, guidelines and communications targeting the highest value consumer segments.
Verified (3)

Michael Sherain

Management Consultant

Mark Ronan

Brand Strategy Consultant

Were you part of this project? Contact other contributors to give you credit, or contact support. Are these credits wrong? Report these credits.