Tom Dougherty, CEO – Stealing Share
4 January 2011
The brand permission of privacy
If permissions of the target audience are overstepped by a brand, however great, it will result in an ineffective campaign. It is in discussing the perplexity of permissions that I mention the example of “privacy”.
Privacy has always been a strong example regarding permissions due to the varying degree of scope in which the aspect of “privacy” is applied and the assorted permissions those manifestations can be assigned.
“Yet, it was just 10 years ago we were all in an uproar over wire tapping as part of the Patriot Act”
Privacy is a brand issue
Take body scanners in airport terminals, an example of rejection due to lack of permission. An interesting dichotomy to that rejection would be in knowing what percentage of the travelers upset about scanners are members of Facebook, or better yet, tweeted about the injustice so that the world could subscribe and read their thoughts.
Members of Facebook create detailed profiles of themselves that include addresses, phone numbers and birthdays. They tag photos of themselves and others on vacation, at school, at work, and when inebriated.
They update their status to let you know when they just saw a movie or just ate a candy bar.
Yet, it was just 10 years ago we were all in an uproar over wire tapping as part of the Patriot Act.
Permissions have the power to take the singular idea of “privacy”, and create differing levels of acceptance regardless of how analogous each application of it might appear to be.
The foundation of building a strong brand is based on connecting that brand with the highest emotional intensity of the market. However, if the permissions of the target audience have not been correctly determined, then the highest emotional intensity that will be claimed will be rejection.
Facial recognition Tom Dougherty, CEO - Stealing Share 23 May 2018 Can facial recognition technology save retail? How far will stores go with facial recognition? Especially in light of a dismal future for brick and mortar stores? Several retailers, including Lowe’s...
Thrive app Tom Dougherty, CEO - Stealing Share 22 May 2018 Thrive makes a difference for phone users Like most of us, I have a love-hate relationship with my cell phone. This is why I know Arianna Huffington is onto something great with the Thrive app. On the one...
Uber brand Tom Dougherty, CEO - Stealing Share 21 May 2018 Repairing the Uber brand falling short Brand repair can be a difficult thing. Although, not that difficult. The Uber brand needs repairing after numerous scandals involving former CEO Travis Kalanick and...