How to create a world number one by thinking smarter

Kaspersky’s competitors had spent years threatening people with an irrational digital world in which danger had lurked behind every interface. The game had to change – to create a different type of internet security that focused on positive values such as intelligence, assertiveness and proactivity.

A new set of brand communications repositioned Kaspersky as the force of intelligence in the world of internet security.

In two years, Kaspersky went from global number three, to global number one, leaving big-name players Norton and McAfee in its wake.