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Campaign Guidelines

Dive deeper into our global brand campaign
Discover the core of the messaging and how to extend that
campaign to new material.

Pillars

In order to establish the Era of AI Cybersecurity we need to introduce it, define it, and own it.

Our brand messaging should support at least one of these three pillars.

Real Need

Explain why Darktrace is the essential security platform for the Era of AI.

AI is everywhere. It’s making a lot of things easier – including cyberattacks. Hackers are using AI to create more effective attacks and deploy them at scale. Defenders need AI-native cybersecurity to stay ahead of AI attacks. Darktrace delivers  a complete platform of solutions to Defend Beyond in the Era of AI.

Real Talk

Differentiate Darktrace beyond the AI hype.

Legacy security is racing to catch up – with many adding GenAI interfaces to the same old security tools. That’s not true AI cybersecurity. Darktrace was built with AI at its core from the very start – with AI that continuously learns from our customer’s activity and data, and adapts to defend in real-time.

Real Outcomes

Champion defenders by showing how Darktrace supports them in their role.

AI is everywhere. It’s making a lot of things easier – including cyberattacks. Hackers are using AI to create more effective attacks and deploy them at scale. Defenders need AI-native cybersecurity to stay ahead of AI attacks. Darktrace delivers  a complete platform of solutions to Defend Beyond in the Era of AI.

Real Need

What is the Era of AI?

We’re living in it. AI is on every news page, from GenAI copy creation to voice assistants to medical diagnoses and fashion styling. Thing is, hackers are using this computing power, too. They’re using GenAI to write more convincing phishing emails, create fake links, etc. And now they can send these attacks at massive scale.

What’s the “real need”?

Defenders need to fight AI with AI. And Darktrace was built to do this from the start – we’re leading, not catching up. The Darktrace ActiveAI Security Platform is complete AI-native cybersecurity for your network, apps, users, and data. Darktrace messaging should land key points about the type of defending required to secure an organization in the Era of AI – today and into the future.

Darktrace is the essential security platform for the Era of AI.

Here, we use a headline structure with one or more benefit lines, plus our campaign tagline:
To close an ad about automation
Defend with ease.
Defend Beyond.
For an ad about multichannel defense
Defend across boundaries. 
Defend Beyond. 
For an ad about AI that learns your data
Defend intelligently. 
Defend Beyond.
For an ad about detecting threats faster
Defend at Speed. 
Defend Beyond.

Real Need
Examples

Defend proactively.
Defend Beyond.

Caption or body copy:

Welcome to the Era of AI Cybersecurity. Darktrace AI learns from your data to find new, unknown threats unique to your environment.

Defend at scale.
Defend at speed.
Defend with ease.
Defend Beyond.

Caption or body copy:

Welcome to the Era of AI Cybersecurity. The Darktrace ActiveAI Security Platform automates and prioritizes threats that matter most, helping your team get through threat investigations up to 10x faster.

Defend across boundaries.
Defend Beyond with Darktrace AI.

Caption or body copy:

Darktrace learns from your data to spot AI-generated impostor threats like phishing scams and business email compromise – defending them across domains before they can spread.

Real Talk

Beyond the AI hype

With almost every tech company rushing to call themselves an AI company, it’s important to communicate that Darktrace was founded and developed as an AI company from the very start. Plus, our AI works differently than most “AI cybersecurity” because our AI works throughout our tools and products – it’s engineered into how the security tools operate and function – not just at the outputs.

What is  “real talk?”

It’s honest and to the point. Nothing theoretical or “10,000 feet view.’ We avoid the tropes that the category over-uses, e.g. never use the term “game-changer.”

Differentiate Darktrace beyond the AI hype.

Use this type of messaging when it’s important to differentiate Darktrace from all the bandwagon AI cybersecurity companies. Here, we lean into our conversational brand tone. Be honest, direct, and write like you’re speaking person-to-person, but don’t get threatening or negative. No FUD, and no mentioning competitors by name. The truth is your best weapon.
A chatbot bolted onto your existing security is not real AI cybersecurity.
Defend Beyond.
A lot of cybersecurity companies became AI cybersecurity companies overnight. We’ve been one since day one.
Defend Beyond with Darktrace.
Not all AI cybersecurity is created equal. In fact, most of them aren’t.
Defend Beyond with Darktrace AI.

Real Outcomes

Actual benefits

After establishing the need to Defend Beyond in the Era of AI, and explaining how Darktrace AI is different, here’s where we demonstrate the benefits of our products, and salute and support the people who use them.  Stick to actual outcomes and facts, if you use a comparative stat (e.g. faster, bigger, more advanced) it helps to add what we’re comparing to (e.g. 10x faster than legacy solutions).

Champion Defenders

Aside from our products helping defenders do what they do, we can also show our support for them as a company.  This could be customer profiles in content, case studies on our website, stories pushed through social, or an activation where we give them a real or virtual hi-five.  Defenders, we’ve got your back in the SOC, and in culture.

Champion defenders by showing how Darktrace supports them in their role.

01
Be benefit-focused but contextualize it in a way to which the reader can relate (e.g. it’s like instantly adding nine people to your SOC team).
02
Be accurate. Don’t exaggerate.  If using stats (e.g. up to 13 days sooner) make sure they are cleared by legal or from a list of approved stats.
A chatbot bolted onto your existing security is not real AI cybersecurity.
Defend Beyond.
A lot of cybersecurity companies became AI cybersecurity companies overnight. We’ve been one since day one.
Defend Beyond with Darktrace.
Not all AI cybersecurity is created equal. In fact, most of them aren’t.
Defend Beyond with Darktrace AI.

Real Outcomes
Examples

Messaging

Benefit line

Defend                   . Defend Beyond.

A benefit line can be used to bridge the visual or the main headline to the tagline. Think of it as a call-to-action or key user benefit in the ad. The benefit line is written in sentence case, with a period at the end. Here are some examples:
For an ad about detecting threats faster
Defend at speed.
Defend Beyond.
For an ad about multichannel defense
Defend across boundaries.
Defend Beyond.
For an ad about AI that learns your data
Defend intelligently. 
Defend Beyond.
Here are some more benefit lines
Defend with ease.
Defend proactively.
Defend at scale.
Defend differently.
Defend across silos.
Defend your data with your data.
Benefit lines are optional, but can help ensure the product benefit is clear at the close of an ad, especially in short ads or social posts.
Benefit lines are optional, but can help ensure the product benefit is clear at the close of an ad, especially in short ads or social posts.

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