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

How to bolster defenses and clean up the PR mess

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

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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