The Problem with Cybersecurity Product Names

In cybersecurity, product names have reached new heights of complexity. "XDR-AI-SOAR-EDR Quantum Shield Pro+" might sound cutting-edge, but what does it actually do? This trend towards convoluted names is causing headaches for everyone—from marketing teams struggling to explain the products to customers trying to understand what they're buying.

Companies often use complex names to showcase a product's features and stand out in a crowded market. However, this approach often backfires, resulting in confusion and information overload.

Why It Matters

Complex product names create a ripple effect of issues:

1. Marketing teams struggle to promote products they can't easily explain.
2. Non-technical decision-makers feel overwhelmed, potentially delaying crucial security implementations.
3. Customers find it difficult to compare products, slowing down the adoption of innovative solutions.
   

The Psychology Behind Complex Names

There's a common assumption that complexity equals capability. Technical-sounding names can lend an air of expertise, tapping into our tendency to defer to authority in areas we don't fully understand. Additionally, the fear of missing out (FOMO) drives companies to incorporate trending buzzwords, leading to an arms race of feature-listing in product names.

A Path to Simplification

Simplifying cybersecurity product names doesn't mean dumbing them down. Instead, it's about communicating more effectively. Here's a proposed approach:

1. Focus on the primary function: Emphasise what the product does, not how it does it.
2. Use modifiers sparingly: Only include truly differentiating features in the name.
3. Implement a tiered naming system: Use a simple primary name for general audiences, with a more detailed secondary name for technical discussions.
4. Emphasise benefits over features: Focus on what the customer gains, not just what the product does.

For example, instead of "Next-Gen Cloud-Native CASB-Enabled DLP Solution," consider "CloudGuard" (with a secondary name: Cloud Access Security with Data Loss Prevention).

Overcoming Challenges

Implementing simpler naming conventions isn't without its challenges. Concerns about losing technical credibility or standing out in a competitive market may arise. To address these issues:

1. Educate stakeholders on the benefits of clear communication.
2. Focus on unique value propositions in marketing messages rather than cramming everything into the product name.
3. Implement changes gradually, starting with new products or during major version updates.
   

The Role of Marketing

Marketing teams are uniquely positioned to drive this change. By bridging the gap between technical capabilities and customer understanding, they can champion clearer, more effective product naming across the industry.

Conclusion

Simplifying cybersecurity product names is about making advanced technology more accessible. It's a change that requires industry-wide collaboration but promises significant benefits—from increased sales to faster adoption of crucial security measures. Let's commit to cutting through the confusion, one product name at a time.

At Matizmo, we understand the intricacies of cybersecurity marketing. With 20 years of industry expertise, we know how to create standout, simplified product names that resonate. Our Cyber Creative™ approach ensures that your product names communicate effectively and clearly, making your marketing efforts more impactful. Need a hand with your next product launch? Reach out for a quick quote and let’s simplify together.