Today, the LifeLock CEO was on the Today Show talking about how he got himself hacked by identity thieves – the very thing his company is in business to prevent.

Last week, Drew McLellan commented on his blog about the bravery of the marketing campaign in which Todd Davis boldly displays his own social security number on billboards, TV spots and the like as if daring the identity thieves to come and get him. I agreed! Talk about putting your money (and your credit and your private information) where your mouth is.

So what does this mean for Davis and LifeLock now? Have they lost brand equity because their very own CEO has been victimized?

I don’t think so. Why? Because Davis came out and addressed the issue, point blank. He admitted that many people had attempted to use his information without success. And he insists that the damage would have been far worse had LifeLock not been protecting his identity.

I know that’s probably a little happy-hearted, thinking that just because he talks about it, everything is ok. But the question is, was it really a failure of the company to fulfill its brand promise, or did Davis open the floodgates for people to attack him more vigorously, just like a Double Dog Dare?

Guess I’ll be keeping an eye on LifeLock to see what’s next for them. And I’ll be shredding my documents more carefully, of course.