As Seth Godin says so eloquently in his book Purple Cow, you need to make yourself into something truly different. Set yourself apart from your competition. Most organizations do this or that to try and maintain security. Doing the basics to give off the appearance they are serious. Maybe they have a strong password policy but no Two Factor Authentication. But in their main business they don’t do the minimum. They try to outwit, outperform, and out market the competition.
What if your organization stood out from the competition as secure environment and they weren’t? What if all your employees handled information correctly? What if you were able to watch for sensitive data leaving? What if your users policed themselves?
Think of the two together. Nothing can kill a marketing plan faster than poor security. Even my Grandmother knows about TJ Maxx.