Because the buyer is a professional sceptic. CISOs and IT Directors evaluate marketing claims with the same rigour they apply to vendor security assessments. The category is visually homogeneous — every vendor uses dark blues, shield icons, and variations of 'secure'. And every vendor makes similar claims: comprehensive, proactive, trusted. Brand marketing that doesn't start from a specific, provable, ownable claim fails immediately with CISO-level buyers. Vague threat language performs worse than no threat language at all with sophisticated security professionals.
