Here\u2019s a novel idea. What if your organization made cybersecurity a brand promise? What if, instead of driving cybersecurity awareness by highlighting the risk of attack and its expensive consequences, your organization saw your cybersecurity as a reason customers should choose you?<\/p>\n
Could your business market its cybersecurity with pride? Few businesses are ready for that today, but outside cybersecurity, turning risk into business advantage is nothing new.<\/p>\n
Today, 1.2 million people worldwide die in car crashes each year. Despite this, we still buy 74 million cars every year.<\/p>\n
Death and serious injury are bigger risks than those that usually come with cyber incidents, but car manufacturers now lead ad and PR campaigns with safety as a key feature.<\/p>\n<\/blockquote>\n
They weren\u2019t always so bold. For decades, while road deaths increased exponentially, car brands dazzled customers with luxury, freedom and engine power. Only in the 1980s did car companies start marketing their defense technology as an integral part of their cars.<\/p>\n
Volvo was one of the first car manufacturers to understand the profitable relationship between safety and reputation. They\u2019re now viewed and independently rated as making some of the safest cars in the world<\/a>. How did they get there? While working for Volvo in 1959, Nils Bohlin invented the three-point safety belt<\/a>. Volvo chose not to patent it, letting other car manufacturers use it for free and showing they put saving lives ahead of profits. Then in 1987, they produced a bold ad campaign featuring crash-test dummies.<\/p>\n