Brand journalism is all the buzz these days.
Companies are scrambling to get onto the storytelling bandwagon, but few understand it and even fewer know how to strategically execute it.
One of the brands that do get the value of storytelling is the virus-protection company F-Secure. They used an industry milestone – the anniversary of the first PC virus — to tell a story.
In an exclusive first for F-Secure, Amjad Farooq Alvi and Basit Farooq Alvi give an interview about why they created the first ever [safe] virus, which spread around the world via floppy disks in 1986.
Owning the Niche
By telling the story of the first PC virus, F-Secure solidified their authority as experts in the internet security and anti-virus fields. They claimed their territory without being overly “salesy”, arrogant or aggressive; content marketing at it’s finest.
F-Secure as the Brand Protagonist
What I also admire about this company is its customer-centric approach to brand communication. They do not brag about WHAT they do and HOW they do it, they eloquently communicate WHY they do it.
Their mission is clear and simple:
“F-Secure’s promise, ‘Protecting the irreplaceable’ captures the essence of what we do. We want to protect our customers’ valuable digital content across devices and access — now and in the future — as our customers’ needs and technologies evolve.”
By acting as the hero [brand protagonist], F-Secure strategically positioned themselves at the center of their customers’ lives by basically saying : we’re here for you if you need us.
Nicely done F-secure, and kudos to the team behind the documentary at Cocoa Media Productions.