• Strange marketing tactics are creeping into the corporate world. Some companies are practicing fraudulent tactics and showcasing thoughtless promotions, causing severe damage to their brand reputations. First Wells Fargo, the third largest U.S. bank, was caught for the widespread fraud perpetrated by its employees who opened over two million unauthorized accounts over the last five years. Spurred on by compensation incentives and sales targets, over 5,300 employees jumped on the bank’s bonus stagecoach by opening credit card and deposit accounts for unsuspecting customers. Those angry customers now have years of reversing a financial mess of fees and damaged credit reports thanks to a scheming few. Besides facing fraudulent activities and $185 million in fines — the largest consumer protection fine ever…

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  • Putting dimensions to the breadth of the cyber security market can be daunting, to say the least. In many cases, it’s a matter of who you ask – and when. But rather than hanging our hat onto a single set of metrics, we thought it might be helpful to share the following 11 cyber security market facts and figures from reputable sources that we’ve recently come across and then let you draw your own conclusions. 1. The cost of data breaches will increase to $2.1 trillion globally by 2019, almost four times the estimated cost of breaches in 2015 (Juniper Research). 2. Cybersecurity insurance is projected to grow from $2.5 billion in 2015 to $7.5 billion by 2020 (PwC). 3.…

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  • According to Neilsen in its 2015 Global Trust in Advertising report, 83 percent of global respondents say that they completely or somewhat trust the recommendations of friends and family. 66 percent indicate that they trust consumer opinions posted online. According to venture capital firm Kleiner Perkins Caufield Byers, “Web content increasingly is dominated by user-generated content as Pinterest pin creation is up 75 percent, Twitch video broadcasts are up 83 percent, Wattpad stories are up 140 percent, and Airbnb reviews are up 140 percent year-over-year” (dmnews.com). In an equally telling statistic, “seventy percent of consumers place peer recommendations and reviews above professionally written content” (Reevo). What’s more, “Brand engagements rise by 28 percent when consumers are exposed to both professional…

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  • On April 1st, the results of a revelational study on corporate responsibility regarding cybersecurity were announced. The study, commissioned by cyber security firm Tanium in partnership with Nasdaq – called The Accountability Gap: Cybersecurity & Building a Culture of Responsibility – surveyed 1,530 non-executive directors, CEOs, and CIOs/CISOs of major corporations around the world. To say that the results were alarming would challenge the very notion of “understatement.” The study points to two overriding themes among the corporate set: “low awareness” and “low readiness.” Underscoring the awareness dearth is the fact that 91 percent of the designated “high vulnerable board members” from the surveyed companies said that they can’t interpret a cyber security report and “only 10 percent of the…

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  • The statistics as to why video advertising demands a preeminent place in your marketing arsenal are more compelling than ever. By 2019, predictions are that it would take someone five million years to watch the amount of video that will be viewed in a single month(Cisco). Even sooner – by 2018 – HubSpot research projects that video will take up 79 percent of consumer Internet traffic. During its Q3 earnings call last year, Facebook reported that it now has eight (8) billion average daily video views from 500 million users; a two fold increase from the 4 billion video views per day in April of last year. Even at only three (3) seconds per view, that translates to Facebook generating…

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  • 1) You Have a Completely New Product or Service Set Very few companies grow without benefit of launching new products or services; or at the very least, introducing “next gen” versions of old products. Therefore, the brand you first created to showcase your initial set of products may simply be obsolete. Not a big deal – it’s a byproduct of growth – but you cannot afford to ignore it. Your brand needs to accommodate expansion. 2) Your Messaging No Longer Fits As your product set has grown or altogether changed, it’s likely that your messaging may have become outdated, or more troubling still, irrelevant. It may simply no longer fit. As markets, customers and preferences change, your messaging and your…

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  • When we develop strategic positioning and marketing plans, we’ve become accustomed to defining “competition” in the most traditional terms; that is, companies marketing products or services in some manner similar to yours aimed at targets markets that are likewise within your domain. While on its face there is nothing wrong with that characterization, your company and brand would be well served to think of competition in a much broader context – that is, any person, company, organization, cause or movement that is posing (or could pose) an impediment to your company’s ability to successfully market your product or service. Sounds reasonable, but how do you pull that off? You start by doing what you typically do: account for the company…

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