One way to convert a smart city atheist could be to help cities make smart technology choices based on their consumer identity.

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But as more and more private consumer information is kept online, criminals are increasingly turning to the more serious fraud of identity theft, using consumer data to assume another person's identity and take out new credit cards or loans.

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LDTs represent thousands of tests manufactured by many hundreds of laboratories, and that does not even include direct to consumer (DTC) identity and ancestry tests.

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Just like IBM (NYSE: IBM), HP is slated to lose its identity as a consumer company.

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Is the brand anchored to welcome consumer input in evolving the brand identity and positioned for success in social media?

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Identity theft has led the consumer concerns in FTC complaints for that entire period, and its not hard to see why.

FORBES: Yet Again Consumers Rank Identity Theft As Top Concern

The first digital identity fortune will be made not in the consumer world but in corporate sales.

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Every year of this century, the FTC has fielded more complaints of identity theft than of any other type of consumer fraud.

NPR: Identification Theft: The Growing Scam Industry

Not traditionally considered a consumer brand, this military institution has established a powerful identity with the U.S. public through nontraditional brand building.

FORBES: 3. Confidence

But whatever the chosen technology, we urgently need to do something about the problem of online identity, and not just so that we can bank safely or buy even more consumer goods.

BBC: Microsoft wants to change passwords for something better

We are working further on our plans to transition our distribution to more online in the consumer space and are adjusting our messaging in the Institutional segment to give it a more distinct identity within the general Rosetta Stone brand.

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The consumer can then red-flag his credit files and consult the Equifax fraud specialist about how to prevent the identity thief from opening up new accounts, taking out loans or making big-ticket purchases in the customer's name.

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