The Rebrand Arc
Blank pages, a pivot into data security, and competitors that were already unicorns. The plot: give a young product a category of its own.
“Competitors that were unicorns. A sharp position beats a big logo.”
A pivot with no story yet
The company was moving into data security (DSPM). The product was strong, but the market was crowded with well-funded names and every website said the same thing.
- Owned positioning, messaging and use-case narratives from 0 to 1 as the only PMM
- Started from blank pages — no brand, no site, no deck
Finding the angle
Fact: a sharp position beats a big logo. I mapped how DSPM providers described themselves and looked for the gap nobody was claiming.
- Competitor research and analysis across DSPM providers
- Created the “AI Security Engineer” category position
- Pressure-tested the story with cybersecurity audiences
Building the set
A new position needs somewhere to live. I built the entire website with a design agency and developers, and the sales story around it.
- Website: design ideation and product flows with the agency, build with developers
- Investor and sales pitch decks, plus event demos
- Product decks, one-pagers, feature collateral and a content calendar
Launch night
Launch campaigns and social content took the new story to market, built product awareness and supported feature adoption.
- Launch campaigns and social content
- 15+ enterprise conversations opened after launch
Want to be in the next episode? Let’s build a story your buyers repeat.