How web security firm Norton looks to empower web users
Cybersecurity messages are often cloaked in fears about getting hacked, having your identity stolen or losing money. Norton’s rebrand hopes to change all that.
Consumers are scared—and NortonLifeLock knows it.
The company, which has historically offered antivirus protection and other digital security tools for consumers, has the research on how people feel about cybercrime today. And they are worried.
According to 2021 data from Norton and the Harris Poll, more than half of adults are more worried than ever about being the victim of cybercrime. What’s worse, they don’t know what to do to protect themselves.
That widespread fear presented an opportunity for the company to change the conversation about cybersecurity and protection online—and hopefully bring in new audiences and customers to its most well-established brand, Norton.
“I think we need to be this catalyst for change, from fear to empowerment,” says NortonLifeLock CMO Krista Todd. “What I think we have to do is change the sentiment, change the conversation, to just empower people to shine a little more every day in their own lives.”
Rebuilding a brand
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