Topic starter
11/07/2026 8:48 pm
TL;DR: Brand trust is increasingly shaped by security signals, with phishing, spoofed domains, and data exposure directly affecting customer retention and reputation, according to GlobalSign and cited McKinsey, Verizon, FBI, and IBM research. The governance gap is no longer purely technical: email authentication, data handling, and staff awareness now sit inside the brand-risk model, not beside it.
Editorial analysis by NHI Mgmt Group, based on content published by GlobalSign: “La confianza en la marca comienza con la seguridad: 5 consejos que todo especialista en marketing debe conocer”.
By the numbers:
- 71% of consumers say they would stop doing business with a company after a data breach.
- 90% of successful cyberattacks start with a phishing email, according to Verizon.
Key questions
Q: How should organisations protect brand trust in email communications?
A: Organisations should treat email as an identity channel and enforce authentication controls such as DMARC, SPF, and DKIM.
Q: Why does customer-data handling affect brand trust so directly?
A: Because customers judge trust by both the message and the consequences of a mistake.
Q: What signs show that email identity controls are not keeping pace?
A: Watch for stale shared mailboxes, persistent delegated send permissions, accounts that remain active after role change, and alerts that show unusual sending behaviour from trusted identities.
Practitioner guidance
- Enforce domain authentication across all sending channels Deploy DMARC, SPF, and DKIM across every customer-facing domain and ensure policy alignment for marketing, transactional, and third-party senders.
- Use verified branding for high-trust mail Adopt Verified Mark Certificates where supported so recipients can more easily distinguish legitimate brand mail from spoofed messages.
- Minimise customer data in campaigns Review every form, landing page, and nurture workflow to remove fields that are not required for the campaign outcome and to reduce downstream exposure.
Bottom line: Brand trust now depends on whether customers can authenticate the organisation's messages, not just whether they like the messaging.
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11/07/2026 9:14 pm
Brand trust has become an identity problem as much as a communications problem. When customers cannot tell whether a message, domain, or login page is authentic, the brand loses control of the trust decision before any content is read. That shifts email authentication, certificate handling, and anti-spoofing controls into the trust architecture of the organisation. Practitioners should treat brand impersonation as a governance issue, not a pure mail-filtering issue.
A question worth separating out:
Q: Should marketing and security teams share responsibility for email trust?
A: Yes. Marketing owns the public promise, but security owns the controls that make the promise believable. If the organisation separates campaign operations from authentication, certificate management, and customer-data protection, attackers can exploit the gap and the brand pays for it.
👉 Read our full editorial: Brand trust now depends on email security and identity controls