What the world’s biggest brands can do to keep the world safe from terrorism
Posted On August 9, 2021
The world’s largest brands can’t afford to go it alone.
That’s the conclusion of the report from the European Commission’s European Trade Commissioner, Frans Timmermans, published in a series of documents.
The Commission’s main focus is the rise of “mature” terrorists, and the need for companies to protect their brands from them.
Timmermans said: “We are seeing the emergence of an increasingly dangerous breed of terrorists, who are more aggressive, more determined, and more committed to committing violent acts.”
The most dangerous aspect is that these new terrorists have more sophisticated technology, more sophisticated networks, more capabilities and more sophisticated tactics.
“These new terrorists pose a threat to the global economy.
We need to make sure that companies are prepared to invest in and invest in the defence of their brands.”
Timmerman said the Commission was examining ways in which European companies could better support their brands in these dangerous times.
He said:”We will be seeking to make investments in the strengthening of our security capabilities to support our brands and to provide them with the tools to counter terrorist activity.”
Tobacco companies have been among the most vocal proponents of this.
Last week, the UK’s biggest cigarette company, Philip Morris, unveiled a new ad campaign that includes a clip from the Oscar-winning film Black Swan.
In the clip, the film’s main character, Jack Sparrow, is lured into a trap and flees by the help of a gang of pirates.
But in an interview with BBC Radio 5 Live, the Philip Morris spokesman said the campaign had “no connection to the Oscar winning film.”
He said the adverts were part of a wider campaign to “help brands to take more risks, to make more bold choices, and to build stronger brands.”
He added: “It is important to have a strong brand in the minds of the public, to be a part of the conversation.”
The tobacco industry is not the only business with concerns about terrorist attacks.