Build trust in a post-privacy era

This article provides five brand principles for success in a "post-privacy era", arguing that a new competitive battleground is emerging for brands that can balance the effective use of data with the need to behave ethically, respect privacy and sustain positive consumer relationships.

Build trust in a post-privacy era

Neil DawsonSapientNitro

Brands are built on trust, and the misuse or abuse of personal data has the potential to destroy that trust. So how can brands balance the effective use of data with the need to behave ethically,...