Will Reputation Rise as a Measure of Trust?

Will Reputation Rise as a Measure of Trust?

Trust, security, and ethics are beginning to matter more in the world of business. Cambridge Analytica has reported massive customer abandonment due to persistent negative media coverage and public sentiment around the questionable collection and use of over 87 million personal records harvested from social media. 

It recently announced it will go into bankruptcy and liquidate assets, but some reports indicate it will re-emerge under a new name of Emerdata Limited. Privacy advocates and victims, first feeling success of driving a potentially caustic organization out of business, may feel less victorious if this company simply re-emerges after a marketing make-over.

If trust, security and ethics are truly in the mind-set of the public, will a name-change be sufficient to shed the negative publicity and usher in a clean slate? Time will tell. People sometimes forget quickly or move on to a new drama. Expectations at the national or global level takes time. 

I predict as society takes the attributes of ethics and security more seriously for businesses, that simple re-branding or executive leaders starting a new replica firm will not suffice. The underlying business practices themselves, for behaviors deemed detrimental to customers, will be challenged and potentially individuals may someday be held accountable, prosecuted, or even branded by the public with a reputation that impedes them from participating in future endeavors.

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  • Kyle Gasper

    Another reason not to use Facebook.

  • Robert Tacy

    Why do people do not grasp the concept that the information highway is not private? Everything you do on the internet has footprints and can be harvested by sophisticated algorithms..

  • Eric Parker

    This is both creepy and sort of amazing at the same time.

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Matthew Rosenquist 

Cybersecurity Expert

Matthew Rosenquist is an industry-recognized pragmatic, passionate, and innovative strategic security expert with 28 years of experience. He thrives in challenging cybersecurity environments and in the face of ever shifting threats. A leader in identifying opportunities, driving industry change, and building mature security organizations, Matthew delivers capabilities for sustainable security postures. He has experience in protecting billions of dollars of corporate assets, consulting across industry verticals, understanding current and emerging risks, communicating opportunities, forging internal cooperation and executive buy-in, and developing practical strategies. Matthew is a trusted advisor, security expert, and evangelist for academia, businesses, and governments around the world. A public advocate for best-practices, and communicating the risks and opportunities emerging in cybersecurity. He delivers engaging keynotes, speeches, interviews, and consulting sessions at conferences and to audiences around the globe. He has attracted a large social following of security peers, is an active member on advisory boards, and quoted in news, magazines, and books. Matthew is a recognized industry expert, speaker, and leader who enjoys the pursuit of achieving optimal cybersecurity. Matthew Rosenquist is experienced in building world class teams and capabilities, managing security operations, evangelizing best-practices to the market, developing security products, and improving corporate security services. 

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