The Equifax hack

Tom Dougherty, CEO – Stealing Share

20 September 2017

Equifax waits six weeks, blows its brand promise

Data breaches suck. No one appreciates it when hackers break into a company and retrieve your personal information. Then you change passwords, cancel credit cards and monitor any suspicious activity. It’s worse when it happens to a company like Equifax.

EquifaxAs you know, Equifax, one of the United State’s primary credit reporting agencies, suffered a data breach on July 29th of this year. As if that was not bad enough, Equifax waits six weeks before notifying the public. Nearly half of the US population’s social security numbers, driver’s licenses and other personal data were exposed.

Six weeks? How can a company whose brand promise is “fair credit reporting” wait six weeks to report a hacking? Were they hoping no one would notice? Was it a fear of a lawsuit? Anyway you look at it, it was cowardice.

Equifax waiting six weeks before reporting the hack pisses me off

Credit reporting agencies are great assets to businesses lending money. These same agencies are also great assets for people to monitor the integrity of their personal information. It is a brand failure when the information these agencies have comes into question. It’s a catastrophic failure when a company like Equifax intentionally withholds news of the hack. By doing so, it misleads those who rely on the truthfulness of the information.

“My expectation was that, in the event of a hack, Equifax would immediately notify me.”

How can consumers trust the credit agency, now? Equifax is so interwoven in credit reporting that it will live. It along with TransUnion and Experian are really the only games in town. Make no mistake, however, this is a huge problem for Equifax. It will cost it customers and a good bit of money.

As a brand company, we know brands experience problems. The lesson is that, when problems arise, proactively fix them. Be transparent about them to your customers.

Part of brand loyalty is the consumer predicting the behavior of a brand. I understand companies are susceptible to hacking. (Hell, some intelligence suggests the 2016 presidential election was hacked.) My expectation was that, in the event of a hack, Equifax would immediately notify me. Much like my expectation would be, if someone is fraudulently using my personal information, I would be immediately notified.

See more posts in the following related categories: Equifax Experian TransUnion


Submit a Comment

Your email address will not be published. Required fields are marked *

Facebook branding now means Big Brother

  Facebook branding   Tom Dougherty, CEO - Stealing Share 12 June 2019 Facebook branding now means Big Brother I am not going to say that Facebook branding is completely failing. It's just taken on a whole new meaning.Data suggests that Facebook usage and...

Mercari pummels Craigslist with simplicity

  Mercari and simplicity   Tom Dougherty, CEO - Stealing Share 11 June 2019 Mercari pummels Craigslist with simplicity Before I get to Mercari, let me say a few words about Craigslist. There was a portion of my life where I fully embraced the world of...

Share This