MAM
B2B brands should marry every possible media: Thukral
MUMBAI: Today, brand positioning and brand marketing for a corporate is so critical that one has to be on his foot all the times. Essar Group president- corporate branding and strategic initiatives Shivnath Thukral said at World Brand Congress (WBC).
He said, “One should know everything in Business to Business (B2B) brands. Informed citizens are partners in the evolution and transition of a corporate. Today, everyone who hears about me is my stakeholder. So, the whole world is my stakeholder and I have a responsibility towards them.”
“For B2B, one has to embrace technology in marketing the brand and surround customers in 360 degree communication. Also use technology and show that with the use of technology we can reach out to the customers wherever they want us to be. Technology enables us to be ahead of time and break the clutter both internally and externally,” Thukral added.
Talking about brand new corporate, Thukral said, “If you look at the new age informational architecture, that is how your corporate brand has to be. There is no margin for error. You are being watched and heard all the time. Your reputation is what matters a lot as if something goes wrong nobody is spared here.”
“B2B brands should be associated with an attributes like nation building, pride, fairness, transparency, responsibility, credibility and humility. If they achieve these using technologies, they are on the right path,” Thukral added.
Thukral feels that brands should marry every form of media because the outcome is intangible and very important for B2B companies.
Brands
Google completes $32 billion Wiz deal to boost AI and cloud security
Wiz joins Google Cloud but keeps multi-cloud support across rival platforms
NEW YORK: Google has completed its $32 billion acquisition of cloud security company Wiz, marking the biggest deal in the tech giant’s history and signalling a major push to strengthen security in the era of artificial intelligence and multi-cloud computing.
The New York-headquartered cybersecurity firm will join Google Cloud while continuing to operate under the Wiz brand. Crucially, the company will maintain support for multiple cloud platforms, including Amazon Web Services, Microsoft Azure and Oracle Cloud, reflecting the reality that most large organisations run their systems across several cloud providers.
Google said the acquisition is designed to help organisations build and scale applications more securely as businesses and governments increasingly move critical systems and data to the cloud. At the same time, the rapid adoption of generative AI has introduced new cybersecurity risks, with attackers also using AI to launch faster and more sophisticated attacks.
Wiz has built a reputation for simplifying cloud security. Its platform maps entire cloud environments, identifying vulnerabilities, potential attack paths and misconfigurations before they can be exploited. By connecting insights from code, cloud infrastructure and runtime environments, it allows security and engineering teams to detect and fix risks early in the development cycle.
Bringing Wiz into Google Cloud will create what the company describes as a unified security platform capable of detecting, preventing and responding to threats across cloud and AI environments. The combined offering will also integrate Google’s own security capabilities, including threat intelligence tools, security operations platforms and the cybersecurity expertise of Mandiant.
Google CEO Sundar Pichai said the move reflects the growing importance of security as more organisations rely on AI and cloud technologies. “Keeping people safe online has always been part of Google’s mission,” he said, adding that the partnership will help organisations innovate with greater confidence.
Google Cloud CEO Thomas Kurian, said the goal is to make security an enabler rather than a roadblock for businesses building modern applications. He noted that the combined technologies will simplify the complex task of protecting hybrid and multi-cloud environments.
For Wiz, the acquisition opens the door to global scale while keeping its core philosophy intact. Co-founder and CEO Assaf Rappaport said the company remains committed to an open, multi-cloud approach and will continue supporting customers regardless of where their workloads run.
Over the past year, Wiz has expanded its platform to address emerging risks tied to AI applications, including tools that help organisations monitor AI usage, detect AI-specific vulnerabilities and secure AI workloads during runtime.
With Google’s infrastructure, artificial intelligence capabilities and security ecosystem now behind it, Wiz plans to accelerate development of its platform while continuing to serve enterprises, governments and start-ups operating across different cloud environments.
For Google Cloud, the acquisition adds a powerful piece to its security puzzle as competition intensifies among global cloud providers. For customers, it promises a future where building fast in the cloud does not have to come at the expense of staying secure.
