Security sells

Tuesday, 7 December 2004, 8:18 AM EST

If the challenge for CSOs is to market themselves—and the security message—more effectively, then surely the companies below must represent the end goal. Citigroup, Microsoft, OnStar and El-Al are so security-conscious that they've all, in one way or another, incorporated it into their brand image. Translation: They advertise security or otherwise make it part of the message they present to customers and business partners. Look closely, though, and you'll find that these companies share a common goal: to create a sense of trust for their customers—while being careful not to overpromise.

By Malcolm Wheatley at CSO.

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