New Normal Chief Marketing Officer (CMO): Branding Cybersecurity as a Return on Trust Beyond Pandemic?

Abstract

The COVID-19 pandemic has changed the business world and Cyberattacks are becoming diversified and sophisticated. With widespread digitally remote-work phenomena and lack of an organization-wide comprehensive Cyber risk strategy, the data protection, trust, and brand reputation are at risk. The purpose of the study is to explore Cybersecurity as a Return on Trust and part of the Chief Marketing Officer (CMO) responsibility as corporations confront the New Normal (NN) opportunities. And does this research offer insight by addressing three main questions? (1) How to address cyber risks from a marketing perspective? (2) How to scale customer trust and best engage with customers without sacrificing sensitive information? (3) How to maximize the role of empathy in an economic downturn while maintaining a brand reputation? This study examined the CMO's new normal strategy for an extraordinary audience reaches with creativity to reintroduce the brand's value for all the stakeholders. The results of the study revealed stand-out brand delivery and maintenance of striking motivated employees for competitive advantage requires empathy and innovative marketing plans, shifting channel strategies, budget, and resources while passionately connecting with customers. Findings offer guidance to the CMO's in cyber risk mitigation for robust business value, customer satisfaction, and the strengthening interconnections with public health, economy, and government. The study concludes that the new normal CMO act as a hub of collaboration to help advance brand delivery preparedness for future disasters by actively responding to customers' voices and changing behavior for a sustainable future. Key implications for academics, practitioners, and policymakers are discussed.

Keywords: chief marketing officer, cybersecurity, trust, empathy, new normal, branding

JEL Classification: M31, M30, M37