Aristotle Spirits

When Protus3 engaged Hummingbird Creative Group, the market for IT security solutions had undergone a considerable evolution since the company first opened their doors in 1988. Competition had intensified. New threats to corporate reputations had arisen and continued to multiply like cybercrime, identity theft and fraud. Colleges and universities came under fire for failing to implement adequate security measures. The situation sparked The Cleary Act, which regulates specific measures and reporting requirements; however, many notable institutions received heavy fines for failure to comply. Corporations and institutions in all sectors recognize the need for more sophisticated systems to anticipate threats, monitor activity within their organizations and protect valuable assets. The opportunity for Protus3 to make a powerful change became abundantly clear. Executive leaders no longer view data and information security as strictly a function of the IT department. It is widely recognized that corporate security plays a key role in business strategy. When Protus3 first entered the marketplace under its original name (Risk Management Associates or RMA), the sales team primarily dealt with technically educated buyers. More than 25 years later, the buying cycle has grown more complex, involving stakeholders at higher organizational levels with less technical knowledge. Protus3 originally planned to optimize their website and make it mobile friendly in order to capture more opportunities. They engaged Hummingbird Creative Group for this purpose; however, as collaboration on the project began, Hummingbird’s focus on capturing the brand essence started to resonate. The opportunity for Protus3 to make a powerful change became abundantly clear. Clients recognize that Protus3 has proven expertise in safeguarding their assets: intellectual and real property, equipment, inventory and employee’s safety. Though few competitors can match Protus3’s solid track record in the industry and their security acumen, their brand message did not convey their strength in the market.