IDEAS

Are you ready to challenge conventional wisdom? Get in on our shared conversations about branding.

Idealog® is a monthly “hot take” on the topics of branding, business and culture. Eidos® is a monthly deep-dive into persistent brand challenges and solutions.

Branding-Privacy_320x1280_Pixels-01

Branding Privacy

As companies profit from sharing data in previously unimaginable ways, brands need to establish trust with their customers over what can and should stay private.

The battle between the FBI and Apple over giving access to user data on a terrorist’s iPhone promises to be one of the defining debates of 2016. It raises the fundamental question: Whom can I trust to keep my data private? That’s why brands are making huge efforts to portray themselves as guardians of our privacy. 

Facebook is the latest to throw its hat in the ring, expanding its secure WhatsApp messaging service to offer encrypted voice calls and beefing up security on its Messenger tool. WhatsApp’s founder recently said data security should be a given, not a bonus feature. But, with data an increasingly valuable commodity—“the new oil”—many fear their service providers are simply paying lip service. So smart brands are going the extra mile to show they get it.

Several Fortune 500 corporations now have a Chief Privacy Officer (CPO), a trend started by IBM as far back as 2000. A CPO’s job is to be more focused on what data in an organization needs to be protected, while the security department develops and manages the way to protect it. In this age of data proliferation, your Chief Security Officer can defend against security breaches, but building trust around your brand requires a CPO. If you want to build trust in your brand, how can you better protect your customer’s data?

linkedin

Read More

  1. What's Up With Whole Foods?

    Whole Foods is in trouble after its acquisition la...

  2. Democratizing Brands

    June brought the tragic loss of two pioneers who b...

  3. What is a Chief Brand Officer?

    Building a tribe around your brand requires a chie...