credibility: its about security not character
After being weirded out by a LifeLock advertisement on TV, I did a Google search on the company and found a great article on Wired. It turns out that one of the company’s founders is suspected of identity theft and customers of a former business he ran ended up having their identity stolen. LifeLock is a company which claims to “protect your good name” by preventing identity theft for $100 a year. To the right is the LifeLock logo, note the human-pad lock and the byline.
What I find most fascinating / terrifying about LifeLock is its marketing strategy, that “your good name” can be protected through security. Credibility, according to this company, is about preventing your identity from being stolen - about securing your identity. Of course to sign up you must turn your identity over to LifeLock by providing them with your First Name, Middle Name, Last Name, E-mail Address, Mobile Phone, Home Phone, Address, Credit Card #, Birthday, Social Security Number and so on…
Did I mention they have a special deal for kids? No joke…
Oct 24th 2007
LifeLock, well if did what they say, why did the CEO become and ID Theft Victim? Then his PI and video crew got a confession on tape so the Police had to drop the case. Then LifeLock came out with their TV commercial with the truck riding around town. Maybe the commercial was designed to override the bad press LifeLock received about the CEO becoming a victim. Like so many times, we seem to forgetthe bad things and believe the advertisements.