Ari Yablok
Head of Brand at Island, experienced brand strategist focused on category creation, naming, and narrative for B2B and cybersecurity companies.
Best podcasts with Ari Yablok
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Sep 19, 2024 • 51min
#177: Brand | Startup Brand Building with Ari Yablok, Head of Brand at Island
Ari Yablok, Head of Brand at Island and expert in cybersecurity branding, discusses his journey transitioning from agency work to defining the brand narrative at Island. He highlights the differences between category creation and strategic positioning, emphasizing the power of storytelling. Ari delves into the challenges of branding in cybersecurity and introduces the concept of 'cognitive behavioral branding'—transforming customer beliefs to inspire action. He also shares insights on balancing creativity with strategic vision in brand development.
Sep 22, 2025 • 51min
How to Use Cognitive Behavioral Branding to Create New Categories with Ari Yablok, Head of Brand at Island
Ari Yablok, Head of Brand at Island and seasoned brand strategist, shares his insights on creating a compelling brand in the cybersecurity realm. He discusses the nuances of category creation versus strategic positioning and the importance of crafting a brand story that resonates. Ari introduces his concept of 'cognitive behavioral branding,' connecting beliefs, feelings, and actions to drive impact. He emphasizes the significance of the final 20% of branding efforts and the challenges specific to establishing a brand in a competitive market.
