The growing trend of Environmental, Social, and Governance (ESG) investing is becoming a significant concern for industries like defense, where perceptions of ethical issues can deter investment. Marketers in defense, where ESG concerns may cast their products in an “unethical” light, face the challenge of overcoming the perception that their sector Read more…
Artificial intelligence (AI) is revolutionizing the battlefield, with advancements in autonomous systems, data-driven decision-making, and cyber capabilities. Companies developing AI-enabled military technologies face a unique set of challenges in marketing their products effectively. They must balance technical complexity, ethical considerations, and geopolitical sensitivities, while also conveying the tangible benefits of Read more…
Managing crises and responding effectively to terrorist incidents requires a range of skills and knowledge, including: Risk assessment: The ability to assess and analyze the threat environment is crucial in crisis management and terrorism response. A comprehensive risk assessment should include an evaluation of potential targets, the likelihood and severity of Read more…
The convergence of security, technology, and compliance is reshaping how companies operate and communicate. It presents a powerful opportunity to gain a competitive edge. When these elements are integrated effectively, they don’t just support operations – they drive innovation and deliver substantial value. As these disciplines increasingly intertwine, marketers must rethink Read more…
In the ever-evolving landscape of security, risk management, resilience, and defense, training services play a crucial role in keeping professionals up-to-date and organizations prepared. However, marketing these services presents unique challenges that require innovative strategies and a deep understanding of the industry. Let’s explore these difficulties and discuss effective ways Read more…
In an era where cyber threats, global instabilities, and unforeseen risks loom large, the security, risk management, resilience, and defense industry finds itself at a critical juncture. As solution providers scramble to capture market share, a troubling phenomenon has emerged: the Marketing Delusion. This pervasive mindset threatens to undermine the Read more…
Security, Resilience & Defence Trade Shows offer unparalleled networking opportunities, enabling industry peers, potential customers, and partners to connect in person. Seminars, workshops, and presentations provide insights into industry trends, innovations, and competitor strategies. The hands-on experiences and personal interactions at these events help build trust, fostering relationships that can Read more…
As the security landscape evolves, companies are increasingly turning to AI-driven solutions to enhance their capabilities. If you have developed an AI solution for the security industry, effective marketing is crucial to ensure that your product stands out in a competitive market. Craft a compelling strategy to market your AI Read more…
There is a growing number of Security Risk Advisories and related services jostling for position the market. To get and stay ahead, all companies must promote their differentiated capability. The challenge is to get your solution in front of buyers quickly, consistently, and in the most cost-effective manner. Competing for Read more…
The primary goal of marketing in the dynamic field of Risk & Resilience is to understand and address the pain points of potential customers. By recognizing these challenges, businesses can develop targeted propositions that not only attract but also retain clients. Here, we explore the key obstacles faced by customers Read more…