Does a data breach really affect your firm’s reputation?

The long-held view is that breached companies are cast aside by consumers, investors and shareholders. A breach isn’t just a temporary glitch – it’s a mistake, a faux pas, which you can’t just shake off.
This warning that has been used by information security professionals over the course of the last five years and for good reason; nothing gets a CEO or CFO’s attention on security matters more than "this is losing us money".
However, on closer inspection, it could