On line branding

As the internet gets less trustworthy, so the value of brand becomes more important.

Lunches during junk trips are normally a feast of pepper prawns and squid. This Sunday both people sitting next to me were tech gurus and so while peeling prawns we began speaking about the internet, hacking, viruses and general tech security.

The gentleman on my left told me his own theory on what drives hackers. He began by talking about his former employer, a large Canadian company that had a somewhat unique cafeteria for staff. There was no cashier, and every staff member would pay for their food by putting cash into a tray by the exit and sorting out their own change.

This he says created an atmosphere of trust,...

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