FUD, you ever heard of it? No, not Elmer Fudd, the Looney Toon set on hunting that wascally wabbit Bugs. We’re talking about FUD, the acronym for Fear, Uncertainty, and Doubt, a marketing tactic that focuses on the dangers customers face if they don’t adopt a product. In the B2B cybersecurity world, FUD-based marketing is quite popular, and while it's effective in many cases, the negative approach can have unintended consequences on company culture and brand perception.  Enter Dan Lowden of HUMAN, Kevin Sellers of Ping Identity, and Armen Najarian of RSA, three B2B CMOs in the cybersecurity world set on throwing FUD out the door and selling instead through values-based marketing. Tune in to this fascinating episode to learn how these brands have found ingenious ways to differentiate themselves in an increasingly competitive market, why B2B brand values are essential to success, and more. For full show notes and transcripts, visit https://renegade.com/podcasts/