{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Connect To Market","title":"Phill Keaney-Bolland: How to Be Remembered for Your Brand, Not Just Your Stunt - Episode #51","html":"","width":"100%","height":180,"duration":3191,"description":"Is your cybersecurity marketing failing because you're trying to say too much to too many people?In this episode of Connect To Market, host Casey Cheshire sits down with Phill Keaney-Bolland, Co-Founder of Yaya and a brand and design strategist specializing in cybersecurity, to explore how marketers can connect to their market by doing less and getting radically clearer on the fundamentals. Phill argues there is no single hack for better market connection. Instead, leaders need to return to the basics: crisp alignment on target audience, niche, differentiation, and value proposition, something many companies only realize they lack when forced to commit to one message on a website, ad, or trade show booth.Phill walks through why website projects are the ultimate alignment test, revealing that most stall not because of design or development but because teams cannot agree on content and messaging. He shares how effective positioning requires genuine empathy and real customer input, citing Twine Security's practice of speaking with 200 target customers before locking in their messaging. The conversation also dives into why cybersecurity marketing is uniquely noisy and competitive, from the RSA spectacle to the flood of AI-driven startups, and why bold, coherent messaging with a clear through-line is the antidote. Phill also shares his entrepreneurial origin story, early failures, and belief that non-linear learning and embracing mistakes are essential to building something meaningful.In this episode, we cover:Why \"doing less\" and returning to fundamentals like audience, niche, and value proposition is the fastest path to marketing clarityHow website projects expose hidden misalignment on messaging, and why content, not design, is what stalls most buildsThe power of talking to 200 target customers before locking in positioning, and why empathy beats assumptions every timeWhat makes cybersecurity marketing uniquely difficult and how bold, coherent messaging cuts...","thumbnail_url":"https://img.transistorcdn.com/KGx4-BCjpGbp-E_DEDOku79tqQ_1dY9T5ogWaJ3I3S8/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS84ODRk/OTAxZmYwOTcwOTcy/ZGNhZTYwYzc3M2Iz/NWQ0NC5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}