I’ve railed against copying the competition with “me too” messaging…and this morning I ate my own wildebeest food and did something about it.
While Bredemarket usually doesn’t mark significant dates, I observed 9/11 on my social channels. While 9/11 is relevant worldwide, it is especially relevant to Bredemarket’s identity/biometrics customers because of its revolutionary impact on our industry.
But I didn’t use the tried-and-true messaging with an image of the former World Trade Center and the words “never forget.” After 23 years, we’ve seen that message thousands of times. It blends into the landscape, like a mention of the band the Dead Kennedys that no longer raises an eyebrow.
So instead I differentiated Bredemarket’s message and said “always remember” with an image of the destruction to the Pentagon. Perhaps that will wake people up to what happened that day.
Apologies to Shanksville. We will always remember you also.
Bredemarket 