What Security Brands got Wrong (and Right) at ISC West 2025
After hours of walking ISC West, I came to one conclusion: the security industry is full of brilliant tech—and forgettable messaging. Most booths played it safe. A few stood out by doing the opposite. In this breakdown, I share seven real examples of what brands got right, what fell flat, and how to make your marketing stick (without needing to give away Theraguns).
The Security Industry Is Missing Something And It’s Not More Features
There’s no shortage of smart technology in the security world, but the messaging? It’s often cold, copy-pasted, and completely forgettable. If we want customers to care, we’ve got to stop speaking only to specs and start speaking like humans. This isn’t about fluff. It’s about relevance, connection, and building trust before the demo even starts.