LifeLock

LifeLock critics smirk and laugh about CEO Todd Davis’ identity having been stolen. While it’s true a Texas man was able to take out a $500 payday advance loan using Davis’ name, when you look at the story more closely, it’s really a testament to LifeLock’s effectiveness.

For starters, consider how many time Davis has exposed his Social Security number. Let’s see … there are the TV commercials that have been viewed billions of times over the years. There are all the print ads they’ve run. There are all those interviews he’s given, each time reciting his Social Security number. And there are the millions of hits to the website that bears his Social Security number. (more…)

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“I got together a lot of smart people, including the vice-chairman of Bank of America, the former global chief information chairman for Visa, and said ‘Let’s go be disruptive; let’s go do something different.’” Todd Davis, Life Lock CEO

LifeLock’s product is different in a lot of ways, so it makes sense they’d market it differently. They’ve got that bus plastered with the Social Security number of Todd Davis, Life Lock CEO. They’ve organized a Strike Back Tour to bring their message about ID theft prevention to consumers and Congress. They’ve got the NASCAR sponsorships. They’ve got all those radio spots. Nobody else in the identity theft protection industry does that stuff.

But LifeLock is different from its competitors in a lot of other, more important ways, too. (more…)

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