Cobalt elevates strategy into category leadership
Overview
Cobalt, a cybersecurity company in a crowded market, sought to do more than compete: it aimed to define the category. I distilled emerging threat intelligence and proprietary vulnerability research into a disciplined, category-defining narrative, driving a 200% increase in positive media coverage within a year. The work culminated in a national CBS Mornings broadcast, positioning Cobalt as a trusted, agenda-setting authority in cybersecurity.
Impact at a glance
200% positive coverage growth in 1 year
National CBS Mornings TV segment
Feature stories in national and trade media
Category authority
Disciplines
Media relations
Narrative development
Executive media training
Content writing
Business Insider | Cobalt secured $37 million by proving that “ethical hackers” will remain essential in an increasingly automated cybersecurity landscape
CBS Mornings | Cybersecurity experts warn of emerging risks and scams in the metaverse
The Washington Post | Worried about cyberattacks? Stop skipping your software updates
TechRepublic | More than half of security professionals say they’re ready to quit
Forbes | Find your company's cybersecurity gaps before attackers do
Lifewire | That call from your bank might be a scam