Norton AntiVirus repositions to become “everyday” consumer brand

Norton’s products and marketing will now communicate information about how to protect all devices, rather than just being routed to the PC.

Communications will be particularly geared to young consumers. Norton claims one in five under 24s will lose their phone in the next year, meaning they will lose all their photos, media and potentially sensitive information.

Michael Williamson, vice president of consumer marketing, says the positioning is unique to the market as Norton’s major rivals have not yet released mobile-specific products – only start-ups have produced apps and downloads that protect mobile devices, he claims.

Williamson says: “As consumer habits change, we need to change. We also need to ensure consumer interactions with Norton are not just when they are about to buy a product, but we want to change to becoming an information provider so we talk to them day to day.”

Norton will communicate the new positioning and mass device products, which can be downloaded as apps or bought in store, using all above the line touch points.

“If we are going to say we are moving the brand to become consumer, our messaging must be everyday and beyond just digital, so we will explore areas such as outdoor and print,” Williamson says.

He adds that the company is going to take inspiration from his former employer O2, which he says does an “amazing job” of connecting with consumers while still having an enormous enterprise business.

“Repositioning can be exciting but it can also be tough – we have a 30 year heritage in the PC business. If we don’t reposition successfully to reflect the new era and how consumers – and also criminals – are using devices, people will go elsewhere,” Williamson says.

Norton is a division of US based Symantec, which reported revenues of $1.68bn (£1.06bn) dollars in the three months to 30 September, up 14% year on year.