From Physical Barriers to Information Resilience: The Attack Your Defenses Won’t Stop

For more than a decade, I've been working on physical security as an intelligence analyst and head of intelligence, monitoring hostile actors, conducting early threat detection, and providing predictive analysis of geopolitical, political and socio-economic risks. 

My career has been dedicated to identifying and neutralizing the threats you can (or should) see, but as I stepped into my role at Vinesight, I realized the breath of threats you cannot see - and I am not talking about cyberthreats - and the amount of damage they can cause. 

Hacking Minds Can Be the Path of Least Resistance

When most executives think about security, their minds immediately jump to physical barriers, guards, or sophisticated cybersecurity systems protecting their networks. These "flashy" threats (rightfully) command attention and budget because they're tangible and understood. But while you're securing your doors and firewalls, are you watching what's being said about your company online? Are you auditing your vulnerability to toxic information attacks? Threats have a habit of sneaking through a path of least resistance. Simple words, if used correctly or at the right time, can do more damage than physical or cyber intrusions.

Information threats often fly under the radar until it's too late. Consider pharmaceutical giant Eli Lilly, whose stock dropped over 4% in a single day after a fake but verified Twitter account impersonating the company announced "insulin is free now." The tweet, possible only due to Twitter's chaotic verification rollout, cost the company millions in market value and damaged its reputation. Though the PR crisis  itself was triggered by something extremely simple, damage was real and extensive.

This isn't an isolated incident. In March 2023, fake images showing an explosion near the Pentagon briefly triggered a stock market dip. During the early days of the COVID-19 pandemic, Moderna faced coordinated toxic narrative campaigns claiming their vaccines contained dangerous microchips. Just last year, an image taken out of context showing withdrawal limits at Wells Fargo ATMs went viral, fueling fears of a bank run that required immediate crisis management, while a tweet on Trump’s tariff recently triggered a brief market recovery. Some of these cases are not malicious, others could be more deliberate. None of them are really sophisticated, nor do they give a good overview of how more savvy actors could use (and have used) more complex techniques to carry out attacks. Complex information operations can aim to create temporary gaps that can be exploited, as well as disorient and misinform competitors or adversaries in a way that can result in extensive and lasting damage.  

Cost-Impact Reality

What makes information threats particularly concerning is the asymmetry between the attacker's required sophistication and the potential damage:

• Physical attacks require access to facilities, specialized equipment, knowledge of security systems, and often multiple collaborators—all with significant risk of detection and apprehension
• Cyber attacks demand technical expertise, sophisticated tools, knowledge of network vulnerabilities, and the ability to evade increasingly advanced detection systems
• Information attacks, by contrast, can be executed with little more than a computer, basic design skills, and an understanding of social media dynamics. It’s a typical example of smart vs sophisticated/complex.

A single person with modest resources can create and disseminate false information that reaches millions, triggers stock market fluctuations, damages brand trust, and forces companies into costly crisis management—all without the technical complexity required for physical or cyber breaches. The barrier to entry for malicious actors is dramatically lower, yet the potential impact can be just as devastating. Imagine spending millions on the latest cybersecurity product, or armed guards, only to see your brand destroyed overnight by a single post.

AI and the Future of Information Defense

As AI continues to make disinformation easier to create and harder to detect, organizations need to evolve their security thinking. The most dangerous threats often aren't the ones trying to breach your physical or digital perimeters — they're the ones shaping how the world perceives your brand.

In my new role, I'm committed to helping organizations stay ahead of these invisible attacks. Because in today's landscape, your reputation may be your most valuable asset — and potentially your most vulnerable.

Feel free to reach out with questions or requests: michael.h@vinesight.com  

About Vinesight

Vinesight has developed an AI-driven platform that monitors emerging social narratives, and identifies, analyzes, and responds to toxic attacks targeting brands, public sector institutions, and causes. We work with the entities that are at-risk for such attacks, including, the world's largest pharmaceutical companies, and the world's most prominent financial firms. Vinesight empowers brands, campaigns, and organizations to protect their narratives and brand, while ensuring that authenticity prevails in the digital space.

Interested in learning how your brand can leverage  emerging narrative and early attack detection ?