Palo Alto Networks�BRAND PLATFORM �03 FEBRUARY 2015
Today
Brand Research
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methodology
��• 3rd party information �• Interviewed key stakeholders �• Competitive audit ��- 2 customer interviews�- 2 analysts interviews�- 11 senior leaders�- 6 functional area leaders
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“ Our challenge is when you talk to existing customers, almost always people say, “PAN—you’re the firewall guys.”
Source: Executive interviews, October/November, 2014.
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“ I don’t think customers understand the network security platform yet, and we are not pushing the message.”
Source: Executive interviews, October/November, 2014.
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“ Prospective customers don’t know about our enterprise platform. Employees at Palo Alto Networks are saying different things…”
Source: Executive interviews, October/November, 2014.
“ Nobody does it all and not at such an automated and integrated fashion as we do.”
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Source: Executive interviews, October/November, 2014.
“ When people say ‘next gen’—everyone uses this—it’s lost its true meaning. When I hear it—it’s a buzzword. Even Check Point and Cisco use it.”
Analyst
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Source: Executive interviews, October/November, 2014.
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“ [I see] competing business visions for Palo Alto—are they a network company? Network security operations? Or trying to go into non-adjacent markets such as endpoint?”
Analyst
Source: Executive interviews, October/November, 2014.
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“We are not a networking company.”
Source: Executive interviews, April/May, 2010.
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“ The goal is to continue to be an innovative leader in enterprise security.”
Source: Executive interviews, April/May, 2010.
Many successes…
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Source: www.paloaltonetworks.com; Executive interviews, Oct/Nov 2014
…Although growth can have challenges
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Source: nytimes.com; Tech Security Upstarts Enter Fray
Messaging in the category is redundant and undifferentiated
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| Palo Alto Networks | Check-point | Cisco | FireEye |
Prevent | | | | |
Integrated security | | | | |
Enterprise platform | | | | |
Enterprise productivity | | | | |
Industry-leading | | | | |
Automated solution | | | | |
Gartner magic quadrant | | | | |
Key Takeaways
Companies change brands for the following reasons
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Changes driving brand evolution
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Summary
In a fragmented and rapidly growing enterprise security market, it is increasingly challenging to break through the “noise.”
Competitors are making similar claims of integrated solutions, automation and detection and prevention.
Third-party endorsements including Gartner and NSS do not fully underscore the competitive difference for Palo Alto Networks.
Brand needs to help differentiate against the competition
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How can our brand lead the way?
How can our brand help us breakout?
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Platform
Single product
Security focused
Network
The playing field
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Network companies
Niche security companies
Platform
Single product
Security focused
Network
Our opportunity
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Platform
Single product
Security focused
Network
A new leader for integrated enterprise security
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Network companies
Niche security companies
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We are innovators for a new breed of enterprise security
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We are innovators for a new breed of enterprise security
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Environments
Events
Seminars
Offices
Web Interface
Recruiting Meetings/locations
Co-branded spaces (w/ corp. partners)
Communications
Advertising, online and traditional
Direct mail
Call centers
Brochures and Catalogue
Web site
Annual report
Partnerships
Solicitations
Internal communications
Meetings
Products & Services
Next gen firewall
Virtualized firewall
Centralized management
Endpoint protection
Security subscriptions
Thought leadership
Mobile security
Product whitepapers
Training centers
Consulting
Culture
Employees
Human resources
History
Values
Partners
Investors
Meetings
Initiatives
Brand
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We are innovators for a new breed of enterprise security, safely enabling people, ideas and growth.
We are Palo Alto Networks
We believe that true enterprise security is the new competitive advantage. That companies are most innovative when they’re mobile, nimble and free to be responsive to customer needs. Built from the ground up, we've delivered the first, fully-integrated enterprise platform that doesn’t just detect attacks in the early stages — it prevents them altogether. And then? Information is shared across all security points, so that your system continues to evolve and get smarter with each attempted attack. Because at the end of the day, security isn't just managing incidents, it’s the start of moving your company forward.
IVELICH STONE
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Innovative
Elegant
Customer-focused
Honest
Brand positioning platform
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Who we are | Innovators for a new breed of enterprise security |
What we do | Safely enable business growth and performance |
How we do it | Innovative, elegant, customer-focused, honest |
Why it matters | A secure organization empowers people, ideas and performance |
Positioning Palo Alto Networks technology
Palo Alto Networks is the only enterprise security platform
That safely enables all applications�through granular use control�and prevention of known and unknown cyber threats�for all users on any device across any network
Unlike traditional firewalls, UTM’s, and�disparate stand-alone security point-products
That offer limited control for some applications and�limited detection of some cyber threats
Source: Positioning deck, January 2015
process
Discover
Invent
Execute
Measure
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process
Discover
Invent
Execute
Measure
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����������Thank you
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APPENDIX
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Our brand platform��������True��Differentiating��Compelling
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“ We’re going to make you safe.”
Source: Executive interviews, October/November, 2014.
Who we are
“We innovate. We help our customers implement a better solution to protect their networks.”
“Innovator, fast-moving, dynamic.”
“We never over-promise”
“Technocratic--the firm belief that if you do the right technical thing, everything else will take care of itself.”
“Elegance, simplicity, transparency, truthfulness”
“It’s a challenge to keep the startup feeling. As we grow, it’s impossible to keep that culture.”
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Source: exe
�Setting context�������We are��We serve��We offer
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Management interviews revealed opportunity with CxOs
“ If you go to CISO’s, they probably know who we are and probably heard of us. If you go to CIO’s, they probably would not [know who we are].”
“ You don’t start with the CIO at Boeing for example by saying ‘Hey we have a better mousetrap, how many would you like?’ It’s ‘Let me tell you about our business and how we are helping peers of yours...”
“ We are not happy being a $10B market cap company, we are not happy with a 7% market share in this total $20B addressable market. We want to be the biggest, most important company in security because you need that… To defend against the bad guys.
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Our mission
To allow enterprises, service providers, and government entities to safely enable the increasingly complex and rapidly growing number of applications running on their networks and successfully prevent security breaches stemming from cyber attacks.
Superior security with superior TCO
Source: Positioning deck, January 2015
Summary
Palo Alto Networks offers enterprise security technology to safely enable applications, people and ideas, and prevent attacks.
The brand needs to show our product differentiation, as well as our commitment to innovation and customer service.
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“ Given the years we have had our brand, I wouldn’t change it. I think personally think it’s fine.
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Source: Executive interviews, October/November, 2014.
“ The name used to be accurate—it is not accurate anymore—you should move to ‘network security.”
Customer
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Source: Executive interviews, October/November, 2014.
“ Security’ would be a better noun to complete “Palo Alto” than ‘networks.’ Could I live with nothing? I could live with nothing as well at this point...”
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Source: Executive interviews, October/November, 2014.
Summary
Employees say the length of the name can be cumbersome.
Customers often short-hand our name: PAN, PANW, Palo and Palo Alto.
“Networks” is viewed by our more technical audience as inaccurate – “security” or “technology” are seen as more accurate.
The name is not seen as a barrier to sales or causing confusion in the enterprise security market.
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