Misrepresentations together with negative brand equity are probably the biggest nightmares of today’s most prominent companies — and more often than not, that’s connected to cybersecurity and data breaches.
For example, the latest stats show that one in every 99 emails you get each day has ties to a phishing attack, the majority of which come laced with malware specially crafted to harvest victims’ financial credentials or use popular brands as social engineering bait.
A great example would be an email offering a considerable discount that the victim may find very hard to resist. So she clicks the link to a site where she’s asked to fill in her personal data, including the credit card, for instance, that she plans to use to purchase goods. She doesn’t get the items she supposedly bought and so complained to the store via all possible means — email, phone, and social media.
What’s worse, others who fall for the same ruse join the frenzy, dragging the brand’s name through the muck. What can the victimized company do? Could it have prevented the phishing attack? These are just some of the things this article answers by analyzing Zara’s real-life case study.Continue reading
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