“Get jacked, not hacked.” It sounds catchy, right? It sure made me stop in my tracks when I attended my first cybersecurity conference in May.

The thing is, it’s got that punchy ring to it, the kind that makes copywriters and the brand team feel like they’ve hit the jackpot. But let’s hit pause and break this down. In every industry, including cybersecurity, words matter. Messaging matters. And “Get jacked, not hacked” is a prime example of why we need to think twice before trying to get clever with our slogans.

The idea here was to evoke the image of getting stronger, getting “jacked,” in the gym sense of the word. The tagline was paired with images of athletes and invitations to workouts at the vendor’s booth. We get it.

The real problem? In the realm of safety, security, and protecting assets, “jacked” has a whole different set of connotations, none of which are positive. Not to mention the NSFW images that went through my mind. 

Here’s  few examples of exploits related to “getting jacked”:

1. Clickjacking: This is where an attacker tricks a user into clicking something different from what they perceive, potentially compromising their data or security. 

2. Jackpotting: An attack method where ATMs are manipulated to dispense cash fraudulently.

3. Web-jacking: When a group or individual takes control of a website, often to redirect users to another site or to exploit the site’s resources for malicious activities.

& so many more

All these attacks share a common theme: they involve deceit, theft, and unauthorized access. They represent exactly what cybersecurity aims to prevent. When you tell your audience to “get jacked,” you’re inadvertently associating your brand with these negative, dangerous concepts.

Another connotation of “jacked” is stolen, messed up, or really bad. Can you imagine trying to convince a potential customer of your security solution with a phrase that, to them, might imply getting messed up or compromised? It’s the exact opposite of the assurance and trust you need to build in cybersecurity.

It’s clear that the communication between the teams doing branding, writing, and event design didn’t sync effectively with the teams building the product — otherwise, I doubt this kind of messaging would have left the cutting room floor.

Marketers, you need to know your shit. CISOs have become increasingly disgruntled by the ignorant playfulness and lack of curiosity it takes to come up with messaging like this. 

Effective cybersecurity marketing hinges on clear, confident, and reassuring messaging. It’s about making people feel safe, protected, and in control. 

“Get jacked, not hacked” misses the mark because it leans on a play on words that backfires spectacularly within the context of its industry. Instead of evoking strength and security, it conjures images of vulnerability and risk—exactly what your potential customers are trying to avoid.

So, next time you’re brainstorming that catchy slogan, remember: cleverness doesn’t always equal clarity.

And in this world, clarity is king.

If you want to have more conversations about this or other things related to cybersecurity product marketing, shoot me a message: me@michael-robin.com