Brand / Content / Motion

Rubrik: Creating a voice in the cybersecurity market through thought leadership

Rubrik has a track record for pushing boundaries, and we love working with them for that reason. They are in the business of securing the world’s data having evolved over a decade from the backup and recovery space into providing a comprehensive data security platform for enterprise companies.

The cybersecurity market is a mind-blowing size. By 2025, the cybercrime business will be worth $10 trillion, making it the third-largest economy globally. CISOs, CIOs and IT executives have an overwhelming choice of vendors knocking on their door – so how does Rubrik cut through?

They needed to break away from the usual playbook of threat research and reimagine how a thought leadership report could be done. Here’s how we helped them do just that.

A thought leadership series for all cybersecurity stakeholders

Introducing Rubrik Zero Labs – a thought leadership series for cybersecurity stakeholders that gives actionable, vendor-agnostic insights to reduce data security risks based on real-world cyber threat assessments and best practices. 

This is a bold play – but the vision moves Rubrik from being seen as a vendor into the sweet spot of being a fountain of knowledge for all cybersecurity concerns.

Objectives

  • Position Rubrik as a thought leader in the cybersecurity arena and the go-to resource for cybersecurity intel
  • Create something that captures attention and cuts through the noise
  • Presenting dense and complex data in a compelling way that gets read and remembered by CISOs, CIOs and IT and Security leaders
  • Create a community of IT and Security executives by helping them identify pertinent issues/challenges, share advice and network
  • Establish a clear point of difference between Rubrik and their competitors
  • Above all, build the Rubrik brand

Breaking away from the usual playbook

Putting out threat research is table stakes – every organisation does that. A lot of them have incredible information in there, but it doesn’t get read – unless you’re a practitioner – as it’s often 80 + pages and data-heavy.

Rubrik came to us with the ambition to reimagine how a thought leadership report could be done. The delivery was as important as the information. It needed to be accessible to everybody from the executive level down. Your CISOs. The day-to-day practitioners like your I.T. teams, your ops. People who are trying to instil the technology, solutions and safeguards.

We’ve enjoyed all aspects of this project. From working with quality independent research and perspectives, to having the creative freedom to tell the story in an engaging, impactful way and above all, the collaboration and camaraderie with various Rubrik teams that spanned the globe. We continue to love the collaboration and are delighted with what we’ve created together.

Tom Ovens, Creative Director, Shaped By

Not trading accessibility for functionality 

At the core of each report is storytelling. Each one has evolved and raised the bar for the next edition. The challenge is to make sure the story is relevant to everybody, and delivered in a meaningful way. The content must be authentic and useful as we have to convince the audience and earn their respect. We want people to feel they can relate and can consume the content which is the goal for a highly technical topic.

The structure makes sure the complicated concepts are being put together in the right sequence so people understand the journey they are being taken on. This is done by a huge collaboration between Shaped By and the Rubrik teams which has gone from strength to strength.

Evolving each report and raising the bar

The initial report was a proof of concept for the market, receiving phenomenal feedback from industry experts, peers, clients and all who came into touch with it. Recognising cybersecurity revolved around people, the second edition adopted an emotive slant in the form of a customer case study. It delved into the grim realities lurking beneath the surface, shedding light on the hard truths faced by people who fall victim to cybersecurity attacks. The third edition shifts its focus to the end user. It takes them on a journey, allowing them to choose their own adventure. This draws them in while giving a more relevant and insightful experience – while also injecting a bit of fun into the mix.

The Rubrik Zero Labs thought leadership reports have gone from a proof of concept to a biannual launch in Spring and Autumn. When things produce results they get backed – and this is now a flagship product for Rubrik.

So so so cool – love it! Great to work with the Shaped By team again – and amazing to see how things keep evolving project to project.

Steve Stone, Head of Rubrik Zero Labs

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