"CXO is one of the most talented, creative and effective consulting firms I have worked with in my 20+ years in high tech marketing. They were instrumental in driving development of our brand strategy and platform through executive workshops, audience research and competitive and market research. They combine extensive experience in the branding field with passion, vision and a true ability to get things done (often mutually exclusive skills). I highly recommend CXO."

Gail Freeman, Director, Division Marketing, RSA,
The Security Division of EMC

RSA hired CXO to determine how to best synthesize its brand messaging in the wake of a series of acquisitions. However, CXO’s customer research uncovered unexpected challenges and opportunities. Market trends were creating a “perfect storm” that could go either way for RSA.

With this as a backdrop, we helped RSA transition its messaging focus from products to customers. We also shifted RSA's value emphasis from protection to business acceleration, positioning the company to deepen its connections with senior customer leaders.

The new platform was aggressively embraced by the RSA management team, allowing this brand transformation to continue uninterrupted following EMC’s mid-2006 acquisition of RSA. In 2007, RSA’s new brand strategy was successfully launched through a global advertising campaign, collateral overhaul, PR campaign and website re-launch.

CXO is currently working with RSA on the execution of a multi-year CEO thought leadership campaign and research initiative to extend and enrich this brand platform.