Your mission is to turn spies into special agents (how UK brands have experienced hacking security breaches as a form of consumer espionage)
Article type: Abstracts From: Strategic Direction, Volume 28, Issue 1
Cooper L. Marketing Week, July 2011, Vol. 34 No. 27, Start page: 16, No. of pages: 5
Reports how a number of major UK brands, including Sony, Marks & Spencer and Travelodge, have experienced security breaches recently in what amounts to“consumer espionage”. Explains that Fox News recently had its Twitter account taken over to broadcast false news while, in April 2010, Sony’s PlayStation Network and Qriocity services came under attack, leading the brand to warn 77 million PlayStation gamers that the security of their personal and financial information was at risk. Notes that, in May 2011, Sony’s database was hacked a second time, leaving 25 million consumers vulnerable and costing the business an estimated 100 million pounds. Suggests that consumer espionage falls into two categories: hacking or virtual attacks on companies, where hacker groups such as LulzSec and Anonymous collectives have been attacking businesses online in order to embarrass them, steal consumer data or bring classified information into the public domain; and acute public analysis or outright criticism of a brand’s behaviour, products or services. Discusses how brands can best protect themselves from consumer espionage online, while avoiding a backlash by consumers in the social media space concerning their behaviour or policies. Offers the views of marketing expert Carrie Longton,co-founder of Mumsnet, a major online community. Concludes that social media channels can aid consumer espionage or breed brand advocates, depending on what consumers reveal about the brand on the websites. ISSN: 0141-9285 Article type:Viewpoint Reference: 40AP094
Keywords: Brand management, Data security, Marketing management, Marketing models, Marketing philosophy, Marketing planning,Marketing strategy, Marketing theory, Organizations, Security products, Social media, Social networks, Strategic marketing, United Kingdom
