RSA Conference 2025 took place at San Francisco’s Moscone Center, bringing together more than 40,000 cybersecurity professionals from around the world. With hundreds of exhibitors, keynotes and breakout sessions spread across multiple buildings, it remains one of the most influential events in the industry shaping conversations around risk, resilience and the future of digital security. Between the engagement gimmicks, familiar messaging and packed session tracks, there was a lot to learn about what worked and what didn’t.
Eye-catching booths, unclear messaging
Across the show floor, it was clear that many companies were pulling out all the stops to grab attention. There were puppies. There were robot dogs. There were even race cars. Some installations were fun and genuinely drew people in. Others felt a little disconnected from the actual tech being showcased.
At more than one booth, when asked how the attraction tied back to the company’s product, the answer was simply that it didn’t, rather it was just there to bring people over. And while that may be effective in the short term, it often left attendees walking away remembering the attraction, not the brand.
The disconnect between brand identity and booth experience was hard to ignore. Especially from a PR perspective, where cohesion between the story you tell and the experience you deliver is everything. Getting noticed is just the first step. Making sure your booth experience matches your message, and that people remember what you do, is the real goal.
Same story, different booth
The theme dominating RSA 2025 was proactivity. Virtually every platform, service or product positioned itself as the key to staying ahead of cybersecurity threats before the inevitable attack occurs. It’s a valid and important message, but when every brand leans on the same language, the value gets diluted.
This kind of message saturation isn’t new, but it’s a good reminder that it’s not enough to be right. You also have to be different. Especially at a show like RSA, where every vendor is offering some version of “resilient,” “adaptive,” and “AI-powered,” it’s worth investing the time to find the language and the storytelling that makes your brand feel distinct.
Specificity stood out
One session that truly stood out came from Knox Systems, whose CEO presented a talk on FedRAMP authorization. The session was clear, focused and genuinely useful. The speaker addressed a specific, often overlooked challenge many companies face and walked through a concrete solution. The value proposition was simple: Here’s what’s broken, here’s how to fix it and here’s what success looks like.
It wasn’t about trends or broad frameworks, it was about solving a problem in a way that felt actionable. The session title matched the content. The examples were direct. And the presenter established clear authority without overcomplicating things. In a week full of high-level themes and crowded messaging, that kind of clarity was refreshing.
For brands looking to stand out next year, this is a strong model to consider. Focus on what your company actually helps people do. Be specific, set clear expectations and make it easy for attendees to walk away knowing exactly who you are and how you can help. That’s the kind of thought leadership that resonates long after the conference ends.
Planning for RSA 2026
As you start thinking about RSA 2026, it’s worth taking stock of what actually made an impact this year.
The booths that resonated most were the ones where it was immediately clear what the company does and why it matters. Across the board, clear and specific messaging helped brands rise above the noise.
The companies that stood out were the ones that aligned their booth experience with their core message, their session titles with their content and their promises with real takeaways. Gimmicks may draw people in, but it’s substance that keeps them engaged and helps them remember you after the event.
If someone walking by can’t quickly grasp what you offer, or if your session feels more like a buzzword soup than a practical resource, you risk blending into the background. Small shifts in clarity, consistency and relevance go a long way and they’re what separate the brands people talk about from the ones they forget.
How Bospar can help
Whether you’re preparing to launch a product, announce funding, secure media briefings or just show up with a sharper story, Bospar has helped dozens of companies navigate RSA and conferences like it. We understand how to pair bold creative with clear messaging and how to ensure your presence is memorable for all the right reasons.
From content strategy to media outreach, booth consulting to session prep, we’ll help you stand out in a way that feels authentic and intentional. If you’re planning for RSA 2026 and want support cutting through the noise, contact Bospar at results@bospar.com.
