Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Scooped by Russ Merz, Ph.D.
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Retailers Are Finding That Data Vulnerability Can Undo Years of Brand Equity

Retailers Are Finding That Data Vulnerability Can Undo Years of Brand Equity | Integrated Brand Communications | Scoop.it

Data breaches, as we have all learned, can be #EpicFails with far-reaching and destructive implications for brands.

 

Once sensitive consumer information—payment-card data, home addresses, phone numbers—are stolen, the ramifications can include federal investigations, appearances by company execs before congressional committees, class-action lawsuits, and months of scathing headlines, all of which can precipitate a major loss of consumer trust.

 

“Big companies spend millions, billions of dollars building their brands over 20, 30, 40, 50, 100 years,” says Eric Chiu, president and co-founder of cloud security automation firm HyTrust. “If something bad happens, like the breach at Target, all that can be gone in one fell swoop.”

 

First and foremost, companies should take all possible steps to safeguard sensitive data. An ounce of prevention (translation: millions of dollars in technology upgrades and IT hires) can outweigh a pound of cure (many more millions of dollars and months of PR, social and paid-content spinning as a brand’s image threatens to go down the tubes).

 
Russ Merz, Ph.D.'s insight:

A very good discussion of the issues related to the storage and security of sensitive personal data. All #retailers should be taking steps to tighten up their systems to head off potential #PR nightmares.

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Renee Still's curator insight, September 30, 2014 5:26 PM

The vulnerability of data been exposed can decrease the trust that customers have in a brand and therefore have a detrimental effect on brand equity as a result.

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Content Relevancy: Super or Scary? | Beneath the Brand

Content Relevancy: Super or Scary? | Beneath the Brand | Integrated Brand Communications | Scoop.it

There’s always this constant battle of being a scary brand or being a super relevant brand. No customer wants to feel as though brands know their every move, but on the other hand, customers also want brands to know them. Could that line be any thinner? How is any brand supposed to find the balance of relevancy while also letting customers feel warm and fuzzy instead of scared? This idea is continually tested with online content. Customers are always on the hunt for new and interesting content that is relevant to their lives at that point in time. Like that’s an easy task to accomplish! But many brands are taking this on and using content to get customers excited about relevancy instead of scared by it. And it’s even better when brands are able to sponsor relevant content and showcase their relevancy to customers. It’s not scary, it’s just super.

Russ Merz, Ph.D.'s insight:

The line between #brand relevancy and customer #privacy seems to be getting thinner.

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