Why Being Bold Matters in Cybersecurity—and Branding

In a sea of sameness in the cybersecurity market, it’s easy to walk away feeling like every company says the exact same thing. “Autonomous.” “Agentic.” “AI-powered.” After a while, it all blends together. But every now and then, a brand cuts through the noise—not just because of a flashy event booth or viral stunt, but because it tells a compelling story with intention behind it. In the latest episode of the TechSpective Podcast, I sit down with Don Jeter, Chief Marketing Officer, and Leonid Belkind, CTO and Co-founder of Torq, to talk about what it takes to stand out in an industry that too often plays it safe. If you’ve seen Torq’s monster truck partnership or skeleton-themed branding at events like RSAC and wondered what’s behind the spectacle, this conversation peels back the curtain. But this isn’t just a story about branding. It’s a deeper discussion about authenticity, culture, and why cybersecurity marketing so often misses the mark. We explore how Torq built a company that reflects its people—irreverent, passionate, and unapologetically bold—and why that matters more than ever in today’s overcrowded cybersecurity landscape. We also talk about how automation is evolving beyond the limitations of legacy SOAR (Security Orchestration, Automation, and Response), and how AI—particularly agentic AI—is reshaping how security teams handle alerts, prioritize threats, and reclaim their time. The conversation touches on trust, risk, the future of security operations, and even gets into topics like self-driving cars, self-checkout lanes, and what it means for a new generation of analysts entering the field. If you’re interested in cybersecurity, brand differentiation, or how AI is transforming security operations, this episode is one you don’t want to miss. Check out the full episode now: