Before being established as an independent company, Total Defense was previously the Internet Security business of CA Technologies (NASDAQ: CA), a Fortune 500 company. In June of 2011, the Internet Security business was spun off as Total Defense – focused solely on developing Consumer and Business-To-Business security solutions.
After being spun out as an independent company into an already competitive market, Total Defense no longer had the ability to leverage the brand of CA Technologies, one of the world’s largest software corporations. Total Defense needed to quickly re-establish themselves as a leader in internet security products and confirm consumer confidence as not to lose any market share to competitors such as Kaspersky, Symantec, and McAfee. Within the B2B market, it was equally imperative for Total Defense to maintain confidence amongst its Partners and reignite the Partner Channel.
The target audience (Consumer, B2B, Employees, Partners, and Investors) is addressed by a brand strategy and striking new brand appearance and voice conveying the confident and stoic nature of Total Defense, and responding to the consistently changing demands of its markets, partners and people. As a foundation for the rebranding, research, consumer surveys and studies were conducted. The new look and feel would convey such values as reliability, safety, and modernity. The name Total Defense references the company’s comprehensive Internet Security and Data Protection product offerings and finds its manifestation in a bold, distinctive logomark. A new positioning statement and tagline were vital in communicating the company’s new square focus on Internet Security and Data Protection software. A comprehensive range of initiatives, including Branding & Design, Advertising, Email Marketing, Direct Mail, Interactive, Promotions, and Social Media, support and promote the awareness of the new brand. Establishing a strategic partnership with certain celebrities was also deemed vital to the success of the new brand rollout. Pro football legend, Michael Strahan, and host of TV’s America’s Most Wanted, John Walsh, were asked to become advocates of internet protection and Total Defense.