Ari Yablok

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.