Retailers Are Finding That Data Vulnerability Can Undo Years of Brand Equity

How to bolster defenses and clean up the PR mess

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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.

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