16 Jun Brand Protection is the Future Focus of Security (Part 1 of 4)

TrustedEvery day, we are faced with new threats – traditional and emerging. These threats may focus on cyber or physical, but may also include much more. When we consider protecting an organization, we must do it holistically. There is no point closing one door and leaving another open. Our adversaries are persistent and move from one tactic to another until they find success. When we look at security, we are looking at the reputation of our brand.

Consumers, or users, of your company have expectations. They expect that your company can deliver what it promises, but they also expect that their information will be safe. To meet these critical expectations, organizations must employ a strategy that includes protecting the customer, the employee, and the company simultaneously. Protecting these three pillars will naturally result in a foundation for protecting the brand’s reputation.

Brand reputation has a cause and effect relationship with the way the enterprise acts. The table below highlights some notional events (physical and/or cyber) that ultimately result in a loss of confidence in the brand. The resulting loss of confidence will likely result in a loss of revenue and, in turn, a loss of investor confidence and destabilization of the company.


In the next three posts, we will examine brand protection in a more concentrated way and the impact it has on organizational security.

Josh Schubring

Josh Schubring, CPP, Security Solutions Leader at Markon Solutions, has more than 20 years of experience leading threat, risk, and vulnerability assessments domestically and internationally. He has worked in almost every state and 30 countries developing protection strategies for commercial organizations, high/risk high consequence facilities, national monuments and icons, various U.S. Government entities, high net worth individuals, and critical infrastructure. Josh is an active member of ASIS International’s Global Terrorism and Political Instability Committee.