TalkTalk has provided some very clear figures about the costs resulting from the recent hack they experienced. But what they seem to have failed to do is estimate the cost to their reputation.

There will be additional costs associated with rebuilding trust with customers, politicians, policy makers and other stakeholders, which could take years.

Such an impact cannot be moved on from easily. The memory stays in place and in the very worst cases the brand becomes linked with the incident. Will the TalkTalk brand and 'hacking' become forever synonymous?

The recovery should involve stripping back all communications and starting again. Are you talking to the right audiences? What are you saying to them? How are you communicating with them? Which channels are you using?

A crisis like this one destroys 'business as usual'.