Background / Challenge:
Founded in 1998 by Michael Pearson and Joan Wilbanks, Secureworks is an American cybersecurity company with almost 4,000 business customers in more than 50 countries. Secureworks’ solutions support everyone from Fortune 100 companies to mid-sized businesses in a variety of industries. Secureworks became part of Dell Technologies in February 2011.
In 2020 Secureworks sought WANT Branding’s assistance to create a bold new platform brand for its range of best-in-class cybersecurity products.
Over a four-month period, WANT Branding worked with the Secureworks marketing team to develop the brand strategy, platform brand name and the brand architecture/naming system. Our work and recommendations were presented one-on-one to all the senior leadership team including the CEO.
The name Taegis was inspired by two embedded ideas – the letter ‘T’ underscores leadingedge technology while the word ‘Aegis’ amplifies protection and security. The name was a unanimous choice among the many hundreds of names presented. Our team spent a further 4 weeks working through various brand architecture and naming system models for the Taegis product family exploring a wide variety of systems and styles of nomenclature, eventually opting for a hybrid acronymic and descriptive naming approach to place maximum impact around the Taegis name.
The launch of Taegis was universally well received by existing and new customers. In September 2021, Secureworks Taegis revenues grew by 200%.
Under new CEO Wendy Thomas, Taegis has shown strong growth. “We’re proud to announce that just two years after launch, Taegis ARR has tripled year over year to surpass $100 million,” she added. “Our business transformation is accelerating.”
Also in 2021, Secureworks was ranked the 8th best software company in the Top 100 Software Companies by The Software Report.