Target Chief Marketing Officer Jeff Jones recently shared lessons learned from the company’s highly reported breach during last year’s holidays. “Don’t let a crisis force you to take stock of your brand assets,” he said. “Don’t get caught navel-gazing like we did … If you just respond, you will be too late.” He said the incident allowed Target to reassess its brand, Advertising Age reports, and to take action, noting “moments lead to momentum.” He also said that prior to the breach, “Target became way too insular … For too long we hunkered down in Minnesota and … bred our own talent and benchmarked against ourselves.” In response, the company is hiring outside talent, revamping its mobile shopping experience and becoming more transparent. Editor’s Note: The IAPP recently released a breach preparedness and response guide that’s free to members.
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