Skip to main content

Make Security an Integral Component of Brand Trust says research

As information security concerns among consumers and other customer constituencies rise, just 29 percent of marketers say that their firm has a crisis containment plan in case of a security breach, according to findings of a major research initiative by the Chief Marketing Officer (CMO) Council.

Without such a plan and other security strategies in place, companies are at risk of losing hundreds of million of dollars in market value and loss of reputation and brand trust, according to the study's findings.

In response, the CMO Council has released a comprehensive report entitled Secure the Trust of Your Brand: How Security and IT Integrity Influence Corporate Brands. The report serves as a reference guide for marketers and other executives, offering real-world examples of companies' actions following major security breaches, and strategies and best practices for prevention, containment and preservation of brand trust.

With the Report, the CMO Council continues to stake out aggressive advocacy positions on behalf of global marketers. In releasing Secure the Trust of Your Brand at its Summit, the CMO Council hoped to underscore for all marketers the critical importance of implementing a proactive strategy and vigilant approach to brand protection in an environment where increasingly more sophisticated methods of security breach and data theft are ever more prevalent -- and wreak ever greater damage to a company's brand, reputation and bottom line.

The Report, developed in collaboration with Factiva (a Dow Jones and Reuters Company) and Symantec, details findings that show security concerns of both consumers and executives are rising. It also includes a compendium of best practices strategies for small, medium and large enterprises.

Désiré Athow
Contributor

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at ITProPortal.com where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.