Tuesday, May 27, 2008

Lifelock CEO Todd Davis Victim of Identity Theft, and There's a Lawsuit

"Does LifeLock really work?"
KPTM FOX 42 Omaha (May 25, 2008)

"There are a number of relatively new products on the market offering to protect us from identity theft. One of them features a marketing campaign that has people talking.

"The commercials definitely get your attention: LifeLock CEO Todd Davis parades his social security number around for everyone to see.

" 'I know I have made this information useless to the criminal,' says Davis. "We are the only company that actually stops this crime before it happens.

"For about $10 a month. But it's $10 you may not need to spend.

" 'The core services that they offer is actually available to consumers at no cost,' says Jaimee Napp of the Identity Theft Action Council of Nebraska...."

'Caveat Emptor' - 'buyer beware' - an old saying, and still a useful warning.

One more thing: "Fraud-prevention pitchman becomes ID theft victim" (CNN (May 22, 2008)). "SAN JOSE, California (AP) -- Todd Davis has dared criminals for two years to try stealing his identity: Ads for his fraud-prevention company, LifeLock, even offer his Social Security number next to his smiling mug."

And, predictably, there's a lawsuit.

Todd Davis's commercials, showing his social security number on a truck, have been described as hubris. Maybe so.

I see that as really good marketing. What disturbs me is that he apparently was selling a service that's free.

No comments:

Unique, innovative candles

Visit us online:
Spiral Light CandleFind a Retailer
Spiral Light Candle online store

Pinterest: From the Man Behind the Lemming

Top 10 Most-Viewed Posts

Today's News! Some of it, anyway

Actually, some of yesterday's news may be here. Or maybe last week's.
The software and science stuff might still be interesting, though. Or not.
The Lemming thinks it's interesting: Your experience may vary.
("Following" list moved here, after Blogger changed formats)

Who Follows the Lemming?


Family Blogs - Blog Catalog Blog Directory