• by Jason Cieslak , July 14, 2011

You've heard of Coke, Pepsi and McDonald's. How about McAfee, Kaspersky and Symantec? No? Well, you will. Because their success will ultimately have an impact on the brands we love.

In our digitally connected world, the role of security is gaining importance. Security was once defined as a "private password" or perhaps software that came pre-installed on your new computer. But today, it's those things and much, much more.

Security includes enterprise software solutions, PKI (Public Key Infrastructure), network encryption, private networks and increasingly visible layers of protection. And it's easy to understand why. In recent weeks, we've seen Citibank's credit card accounts hacked, millions of personally identifiable email information stolen from Sony and public institutions and governments compromised.

With each passing day, all consumers and businesses become more dependent on information stored and accessed digitally. And with greater dependency comes increased vulnerability to those who wish to use malicious techniques to harm individuals and businesses. The relentless challenge of security now rests on the shoulders of brands.

Because a company such as Sony offers a great legacy of innovation and style, many people wouldn't think twice about buying its consumer electronic products. Yet as brands like Sony move into the digital distribution of content and offer more digital-based services, the more they become susceptible to previously unthinkable attacks on their brands.

Great brands used to be the result of great products and services delivered at great prices. The idea that they needed to be secure never crossed people's minds because your TV set didn't store your credit card information and your phone didn't keep a log of your activity. But now security, transparency and privacy are required ingredients for great brands. Otherwise trust is unattainable.

It's an important notion to consider for preserving and extending brand equity going forward. While brand marketers should still obsess about innovation, great service and value, they may want to consider another brand attribute ... security.