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

How to bolster defenses and clean up the PR mess

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.

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.