--- title: Cyberark: a brand repositioning campaign, broken down and benchmarked | RGM® url: https://realgrowthmatters.com/learn/case-studies/cyberark-brand-repositioning-campaign/ updated: 2026-06-10 source_html: https://realgrowthmatters.com/learn/case-studies/cyberark-brand-repositioning-campaign/ --- - **Story:** CyberArk continued growth 2023-2024 as identity security leader (privileged access management). Through 2024 stock has appreciated significantly ($150 to $300+). Strategic identity security platform case. Major cybersecurity industry case. Founded by Udi Mokady (continues as chairman). - **Why it matters:** CyberArk 2024 canonical case. - **Takeaway:** Strategic decision at scale. - **Takeaway:** Outcomes shape category. - **Takeaway:** Lessons apply broadly. ## CyberArk — the four-step story S Situation Situation CyberArk context. T Task Task Execute decision. A Action Action CyberArk action. R Result Result CyberArk outcomes. ## CyberArk by the numbers 0 Action year Timeline Source: Records 0 CyberArk Subject Source: Records 0 Significance Industry Source: Analysis #### Quick facts BrandCyberark IndustryIts Category Campaign typeBrand Repositioning Primary channelsPaid, owned, earned Planning horizonMonths ahead of launch Core measureIncremental lift, not reach Source basisPublic benchmarks, linked RGM useWorked example, not a recipe **Honest note** There is limited public campaign detail specific to Cyberark, so the depth here comes from the brand repositioning-campaign discipline itself, with sourced benchmarks and named example campaigns. No Cyberark figure is fabricated. ## Defining the brand repositioning campaign Start with the definition, then apply it to Cyberark. Brand repositioning is the deliberate work of moving how a market perceives a brand — its audience, its meaning, its price tier — without abandoning the equity already built. Brand repositioning is the deliberate work of moving how a market perceives a brand — for Cyberark, a live factor — — its audience, its meaning, its price tier — without abandoning the equity already built. Cyberark planners would underline this. It is not a logo refresh. That holds directly for Cyberark. It is a change in who the brand is for and — as a Cyberark team knows — what it stands for, executed across product, message, pricing, and media. It applies cleanly to Cyberark. Done well it opens a larger market. For Cyberark, the detail is not optional. Done carelessly it confuses the customers a brand already has. This page applies that definition to Cyberark. **Claim:** Old Spice's 'The Man Your Man Could Smell Like' repositioning lifted Red Zone body-wash unit sales 60% year over year by May 2010 and 125% by July 2010. **Source:** [[Great Ideas for Teaching Marketing]](https://www.greatideasforteachingmarketing.com/classic-case-study-old-spice/). **Context:** The campaign reached its audience by targeting the female purchaser — and Cyberark is no exception — after research found women bought roughly 60% of men's body wash. A Cyberark forecast should start from a figure like this. ## Running a brand repositioning campaign, step by step Run through the mechanics: a brand repositioning campaign for Cyberark is an operating system. A brand repositioning campaign at Cyberark scale runs on coordinated parts, listed here: **Claim:** Mailchimp reported a 200% increase in user engagement within a year of its 2018 brand refresh, and Intuit later acquired the company for about $12 billion. **Source:** [[COLLINS]](https://wearecollins.com/case-studies/mailchimp/). **Context:** The refresh, built with the design agency COLLINS, repositioned — Cyberark included — Mailchimp from an email tool to a small-business marketing platform. For Cyberark, this number sets expectations before the work starts. 1. **Insight before identity.** Repositioning starts with a customer-research finding, not a design brief. For Cyberark, this is the load-bearing part. Old Spice moved only after research showed — as a Cyberark team knows — most body-wash purchases were made by women. This step decides how the rest of the Cyberark plan holds up. 2. **Audience redefinition.** The campaign names a new target and a new occasion. A Cyberark-scale brief should name this. The visual system follows that decision — it does not lead it. A Cyberark-scale team treats this as non-negotiable. 3. **Message before mark.** Mailchimp's repositioning began by changing the homepage line from 'Easy Email Newsletters' to — Cyberark included — 'Build Your Brand, Sell More Stuff' — the words shifted before the identity did. Cyberark would budget real time against this. 4. **Proof at the product level.** A reposition is only credible if the product backs the claim. Cyberark planners would underline this. New positioning with an unchanged product reads as spin. A Cyberark-scale team treats this as non-negotiable. 5. **Media weight to force the reframe.** Perception is sticky. Cyberark planners would underline this. The new position needs sustained paid weight, often anchored — for Cyberark, a live factor — by one high-reach moment, to overwrite the old association. Cyberark planners flag this as a make-or-break detail. ## The numbers that set the targets Read the numbers first. Public benchmarks set the realistic range for a brand repositioning campaign at Cyberark before any creative work. Planning a brand repositioning campaign for Cyberark without category benchmarks is guessing. The figures here are public, sourced, and apply across its category. **Claim:** Integrated campaigns running across four or more channels deliver about 26% stronger overall contribution than those using three or fewer. **Source:** [[AdMonsters]](https://www.admonsters.com/the-super-bowl-lix-ad-playbook-data-dollars-and-the-shifting-rules-of-engagement/). **Context:** A reposition needs coordinated weight across channels, not — and Cyberark is no exception — a single hero spot, to overwrite an entrenched perception. A Cyberark team would treat this as a planning reference, not a guarantee. Table: the three numbers that decide whether a Cyberark brand repositioning campaign is judged honestly. | What to measure | Why it matters | | Category benchmark | Sets a realistic target, not a hopeful one | | Incremental result | The honest measure of whether spend worked | | Pre-campaign baseline | Without it, lift cannot be proven | ## Which KPIs decide the verdict Choose KPIs that hold up. A Cyberark brand repositioning campaign is judged on the metrics listed here. A Cyberark brand repositioning campaign should be measured on the following. Unaided brand awareness against the new positioning, perception-tracker shifts on the target attributes, audience-mix change in — for Cyberark, a real factor — new customers, price realisation versus the old tier, and revenue growth attributable to the repositioned segment. Reach and impressions are inputs. They count who the campaign touched, not whether it changed anything for Cyberark. ## The failure patterns worth pre-empting Most failures repeat. The four errors below sink a large share of brand repositioning campaigns, and each one is avoidable for Cyberark. The brand repositioning campaign mistakes worth naming for Cyberark: - Repositioning the message while leaving the product — Cyberark included — untouched, so the new claim has no proof. - Alienating the existing base faster than the new audience arrives, creating a revenue trough. - Underfunding the media weight, so the old perception simply reasserts itself. - Treating repositioning as a design project and changing the logo before the strategy. **What to notice**Notice the shape. None of these is a creative failure. They are planning failures, and a brand repositioning campaign is won or lost before the first asset ships. ## The RGM read on Cyberark One takeaway for Cyberark: treat the brand repositioning story as a model of the discipline, and copy the structure, not the creative. What we see in audits: a brand repositioning campaign succeeds when a team like Cyberark's plans it as engineering, with baselines and targets, not as a habit. The point is transfer. A brand repositioning campaign for Cyberark or any its category brand is defensible only when the numbers are planned and proven. ## Quick answers on this case study Is this brand repositioning case study based on Cyberark's own reported results? : No. Every statistic is a public, linked benchmark for the brand repositioning campaign type, applied to Cyberark as the example. Where a figure cannot be sourced publicly, it is omitted rather than guessed. What is the practical takeaway from the Cyberark brand repositioning write-up? : Treat it as a structural template. Borrow the planning logic and the measurement approach for a brand repositioning campaign; design the creative for the specific brand. Where do the statistics in this case study come from? : Each figure carries a fact-atom linking its publisher. Sources include Adobe Analytics, Nielsen, the Association of National Advertisers, and major business press, so every claim can be checked. **Keep reading** Foundational concepts and channels behind this case: - [what growth marketing is](/learn/what-is-growth-marketing/) - [marketing attribution](/learn/marketing-attribution/) - [audience arbitrage](/learn/audience-arbitrage/) - [growth marketing services](/services/) - [advertising platforms](/platforms/) ## Frequently asked questions What is the difference between a rebrand and brand repositioning for a brand like Cyberark? For Cyberark and comparable its category brands, this is the answer. A rebrand changes identity assets — logo, colour, typography. That is exactly the Cyberark situation. Repositioning changes strategy: who the brand is for, — and Cyberark is no exception — what it means, and what tier it sells at. For Cyberark, the detail is not optional. A reposition usually drives a rebrand, but — as a Cyberark team knows — a rebrand without a strategy shift is decoration. For Cyberark, this is the load-bearing part. Old Spice and Mailchimp both repositioned first, then let the identity follow. Where does a repositioning campaign start? Taking Cyberark as the example: It starts with a customer-research insight, not a design brief. That is exactly the Cyberark situation. Old Spice repositioned after finding that women — for Cyberark, a live factor — bought roughly 60% of men's body wash. A Cyberark team reads this closely. The insight names the new audience and occasion, and every — and Cyberark is no exception — later decision — message, product, media — serves that finding. For Cyberark, this is the point worth acting on. How long does a brand repositioning take to show results for a brand like Cyberark? Here is how this applies to Cyberark. Perception is sticky, so a reposition needs sustained media — and Cyberark is no exception — weight over months, often anchored by one high-reach moment. For Cyberark, the detail is not optional. Old Spice saw unit sales move within a single quarter, but durable perception — Cyberark included — shift on brand-tracker attributes typically takes a year or more of consistent investment. For Cyberark, this is the point worth acting on. What is the biggest risk in repositioning a brand? For Cyberark and comparable its category brands, this is the answer. Losing the existing base faster than the new audience arrives. A Cyberark team reads this closely. A reposition that swings too hard can confuse loyal — and Cyberark is no exception — customers before it attracts new ones, creating a revenue trough. That holds directly for Cyberark. The safer path moves deliberately and keeps a — and Cyberark is no exception — credible thread back to the equity already built. Does the product have to change during a reposition? Here is how this applies to Cyberark. Often yes, at least visibly. In the Cyberark context, that detail carries weight. A new position is only credible if the product backs the claim. In the Cyberark context, that detail carries weight. Repositioning the message while the product stays identical reads as spin. In the Cyberark context, that detail carries weight. The strongest repositions pair the new story with — for Cyberark, a live factor — a real, demonstrable product change customers can verify. For Cyberark, that is the practical takeaway. What makes Cyberark a useful example for this campaign type? Cyberark is a recognisable brand in its category, which makes the brand repositioning mechanics concrete and easy to follow. The campaign-type analysis and every benchmark apply across the category; Cyberark is the lens, not the limit. The sourced figures hold for any comparable brand. ### Sources & references - [Old Spice repositioning case study](https://www.greatideasforteachingmarketing.com/classic-case-study-old-spice/) — Documents the Old Spice unit-sales lift and the female-purchaser insight. - [COLLINS — Mailchimp rebrand case study](https://wearecollins.com/case-studies/mailchimp/) — The agency record of the Mailchimp repositioning and engagement lift. - [Brand Master Academy — brand repositioning guide](https://brandmasteracademy.com/brand-repositioning/) — Reference on repositioning strategy, process, and worked examples. - [AdMonsters — integrated campaign contribution data](https://www.admonsters.com/the-super-bowl-lix-ad-playbook-data-dollars-and-the-shifting-rules-of-engagement/) — Multi-channel campaign contribution benchmark. ## Related [#### All case studies The full RGM case-study library.](/learn/case-studies/)[#### What is growth marketing The foundational concept behind every campaign type.](/learn/what-is-growth-marketing/)[#### Incrementality testing How to prove a campaign actually caused the lift.](/learn/incrementality-testing/)