When F5 acquired Irish AI security firm CalypsoAI for $180 million, the story behind the deal highlighted the importance of a deliberate brand strategy. CalypsoAI’s founder and CEO, Donnchadh Casey, and David Blendis, strategy director at Rowdy Studio, explained how brand played a significant role in the acquisition.
CalypsoAI initially focused on the US federal market but shifted to a more commercial AI focus in 2023 with the onset of GenAI. The company collaborated with Rowdy to develop a new brand message centered on “We Go First” to lead AI security responsibly.
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This branding effort, combined with an innovative product, attracted large customers and potential acquirers, ultimately leading to CalypsoAI’s acquisition by F5. The lesson learned is that in fast-moving categories like AI, it’s not just what you build, but how you’re perceived.
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