“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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