Not So Locked

Jonathan Bernstein crisis management, crisis public relations, reputation management, search engine optimization

LifeLock, the company whose commercials feature their CEO’s Social Security number splashed across buses and city buildings to demonstrate confidence in their product, is in hot water. Unfortunately for CEO Todd Davis, it appears that the service just doesn’t work and, along with his own SSN being stolen over 20 times, he is facing lawsuits in several states.

The Tribble Agency, a satirical ad group, has composed an Open Letter to LifeLock explaining the seemingly obvious fact that continuing to run their ad is backfiring to the extreme. Every time it’s shown, several thousand people do a Google search for Davis’ social and see masses of court cases and bad press with not a company page in sight. Apparently this is one organization that’s never heard of search engine optimization or reputation management. LifeLock needs crisis management, not an advertising campaign.


Jonathan Bernstein