Episode summary:  “We decided that Lasso is Matthew McConaughey.” That’s how Orly Bar Lev, Head of Marketing at Lasso Security, describes the brand she helped shape—laid back, sharp, and not trying to be like anyone else. In this episode, Orly joins Gianna Whitver to tell the full story: how a GenAI cybersecurity startup launched out of stealth with sheriff-themed swag, a cowboy hat logo, and a Kyrgyzstan-coded website. He tells how it started and how it almost all fell apart when a sheep-centric rebrand crashed just one week before go-live. She walked out of that moment, rewrote the pitch, and sold a new vision: the founders are the sheriffs, the product is the lasso, and the brand is the cowboy. And somehow, it worked. This isn’t a theory-of-branding episode. It’s what happens when you do it for real, with no team, no safety net, and just enough weirdness to make it stick. The sheep died. The hat stayed. Lasso rides. 🔗 Links & Resources: Connect with Orly Bar Lev on LinkedInExplore Lasso Security: Official Website | LinkedIn PageWatch "Sheep Happens": Campaign Video Dive into Lasso's Insights: Blog & Resources About Orly:  Orly Bar Lev is the Head of Marketing at Lasso Security, where she helped take the company from stealth mode to standing out, armed with a Kyrgyzstan-coded website, a cowboy hat, and a clear mission: secure GenAI. She’s a sharp strategist with a background in cybersecurity communications, known for turning complex GenAI risks (like prompt injection and hallucinations) into conversations that actually land with both technical teams and marketers. She’s spoken on The Inspired Marketer podcast about balancing innovation and security in enterprise environments, which is why Lasso’s brand is part sheriffs, part swagger, and somehow still totally credible. Subscribe & Review: Enjoyed this episode? Leave us a ⭐ rating or review, it helps more marketers find the show. 📩 Questions, feedback, or want to be a guest? Email: podcast@cybersecuritymarketingsociety.com  Follow the Hosts: Gianna Whitver on LinkedIn Maria Velasquez on LinkedIn Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, main LinkedIn page, Instagram page, or podcast LinkedIn page.  See you in the next episode!