Avira

Creating a unique brand position 

Avira competes in the saturated marketplace of security software. After 24 years of prominence in Germany, with extensions into other European markets, Avira’s leadership made a decision to go global. They had money in the bank, proven technology and products, and over 100M user-base around the world, but had failed to translate these assets into a brand that carried significant meaning. The organization had grown at a 300% revenue and employee base over the previous 3 years. Its ambitious leadership wanted to capitalize.

Incite was asked to apply Brand Alignment to create a differentiating brand strategy, develop a cohesion in its leadership team, connect the dispersed organization across more than a dozen countries, and update its entire collateral system and approach to marketing.

The resulting strategy centered on amplifying both a technical claim and an emotional claim. Extreme Reliability™ and Internet Freedom became the core messages unifying a people-centered approach to the new Avira brand and marketing.