I had a few companies in my head that I thought were contenders, but I am not sure if my standards have gotten tougher or the policies have changed, but I didn't find any on my own that seemed to transcend good to being a real asset.

So I decided to get help—I went to the Electronic Frontier Foiundation's Web site to see whether they made any recommendations, and found this endorsement of BillMonk's privacy policy.

I had heard of BillMonk, but I haven't used it, so I certainly had never looked at its privacy policy. As I look it over, it does seem like a real marketing asset. It addresses privacy from the customer's point of view. It uses very clear language. It highlights the most important points. And it left me feeling like they really do care about their customers' privacy.

That is a message that strengthns brand image. Imagine a privacy policy that gets people to like your company. Do you have one?