A pitch-black Berlin sky. A barrier tightly shut. A painted sign that reads: CHECKPOINT CHARLIE. “Papers please,” says a guard. Everyone’s seen this movie. Or something like it. Now, its digital version is coming to a PC near you in the form of ‘Zero Trust Architecture.’
In practice, Zero Trust means would-be hackers don’t have to make it through just one checkpoint, but many. So, getting inside a company’s network becomes only a way of breaching the very first hurdle.
As neuromarketing agency Amoux point out, “Zero Trust is a security approach grounded in one simple idea: always verify, never assume. Unlike traditional security models that implicitly trust users once they’re inside the network, Zero Trust requires continuous verification for every action, system, and fie...Think of it as a digital building where no door opens automatically each one checks your credentials again.”
That’s good to hear because lax cybersecurity has been crippling British industry. According to the government’s own research, the cost of cyber-attacks to UK businesses last year was an astonishing £14.7 billion. 0.5% of national GDP. And – although they received the most media attention – the attacks on Jaguar and MS were just two of them. The Coventry-based car company’s likely the most debilitating.
As The Telegraph noted, “Car production at Jaguar Land Rover (JLR) plummeted by 45,000 in the final quarter of 2025 as the company grappled with the fallout of a devastating cyber-attack. The British automotive giant revealed total output in the three months to December was down by 43pc compared to last year.”
Besides lost production, another compelling reason for brands to get security right is straightforward consumer demand. A recent survey by PwC, revealed 85% of consumers say they will not do business with a company if they have concerns about its security practices.
Over time, getting hacked erodes brand equity and undermines customer loyalty.
As Forbes comments, “Amid rising concerns about data breaches, identity theft and privacy violations, cybersecurity has become more than just an IT and business operations necessity – it has become a brand differentiator. Companies across industries are leveraging their cybersecurity strategies to demonstrate reliability, responsibility, and proactive risk management, winning the confidence of their customers.”
In response, companies like Apple – with its recent high-profile ‘Privacy. That’s iPhone’ campaign – are reframing cybersecurity as part of their core marketing proposition.
‘It’s a smart way to position themselves as being more reliable than their key competitors,’ says one of Drayton’s founding partners, Ian Pickett, ‘historically, branding in the Consumer Sector has always been about building trust. Apple’s marketing team instinctively understand that.’
A pitch-black Berlin sky. A painted sign that reads: CHECKPOINT CHARLIE. “Papers please,” says a guard. The barrier rises. Momentarily, our hacker grins. But then catches sight of another checkpoint directly in front of him...