Author Archives: bredemarket

Marketing and writing services.

Rich On Tech Almost Got It Right Regarding Safe Words

But his heart was in the right place in this post.

“The BBC highlighted a case where a mother got a terrifying call that sounded exactly like her teenage son, supposedly saying he was in danger. It wasn’t him. Scammers had cloned his voice.

“That’s where a family code word can help. If someone calls claiming a loved one has been hurt, arrested or needs money urgently, ask for the code word. A scammer may be able to fake a voice, but they probably don’t know your family secret.”

Good, but as I previously noted, not great.

“While password length requirements sometimes become ridiculous, they have a purpose. A longer password is harder to guess than a shorter one.

“Similarly, four safe words are harder to guess than a single one.

“Provided the words are unrelated. “The quick brown fox” is a terrible safe phrase.”

Oh, and a note on monetization. Originally I simply planned to comment on Rich DeMuro’s original post, but only paid subscribers could comment. Therefore I’m posting my thoughts on my own platform.

People reading Bredemarket are more interested in knowledge-based authentication (KBA) anyway.

And if your firm provides KBA and other identity factors—there are six factors, you know—then perhaps Bredemarket can help your firm with content-proposal-analysis services.

CPA

Who I Was

I was, and am, a writer. Regardless of my job title, or lack thereof, I have always written.

With the exception of my first jobs as a paperboy and a library assistant, every one of my positions has required some level of writing. Articles for my college newspaper. User manuals. Zines (in my previous brief foray into business, Gresham Press.) Requests for proposals. Responses to requests for proposal. Marketing requirements documents. And other documents.

And when I wasn’t getting paid to write, I was writing for free. A college dorm newspaper, the Eastport Enquirer. Nearly a dozen personal blogs since 2003, a few of which are still running. Professional blogs. 

I guess I was, and am, a “you can pry my keyboard out of my cold dead hands” type.

By June 2020 I had amassed 25 years at IDEMIA and its corporate predecessors. I marked the anniversary on LinkedIn:

“The exact date (which I still need to find) occurred some time in the month of June, 1995, when I officially became an employee of Printrak. (I was a contractor from October 1994 to June 1995.)

“So I’ve spent a quarter century working for Printrak and its successor companies – Motorola (pre Solutions), MorphoTrak, and IDEMIA (and some interim temporary company names here and there).

“During that quarter century, I’ve moved from working with 500 ppi fingerprints stored and accessed via Digital UNIX computers in police stations, to working with a variety of biometrics and document types stored and accessed via everything from smartphones to government cloud facilities, accessed by users as varied as police officers and people attending sporting events – well, when we actually have sporting events that people can attend…

“It’s been a valuable quarter century.”

That reference “actually have sporting events” was a reminder that in June 2020 I was still temporarily (since March) working from my house in Ontario rather than IDEMIA’s office in Anaheim. COVID was still a worldwide pandemic, and the only sporting event I had seen was 20+ year old video of the Chicago Bulls winning Michael Jordan’s “last dance.”

By July 2020…my story had changed.

Put me in, coach!

But I still was, and am, a writer.

Including a writer of case studies. Click on the picture to learn more.

If You Gotta Hear the Full Songs

Here are the complete audio tracks (well, 30 seconds each) for “Margins of Error” and “Vertical Alignment,” the two Google Lyria songs I included in the video for my LinkedIn post this afternoon.

“Margins of Error.” Google Lyria. Public Domain.

Prompt: “Create a 2026 synthetic electro melodic song in which a goth male voice repeats the spoken words ‘Tech is hard. Business is harder.’”

“Vertical Alignment.” Google Lyria. Public Domain.

Prompt: “Create a 2026 synthetic electro friendly melodic song in which a goth female voice repeats ‘Experienced senior product marketer.’”

Tech is Hard. Business is Harder.

Technically this isn’t a Bredemarket video—I developed it for a post on my personal LinkedIn profile—but my consultancy Bredemarket operates with the same understanding.

Experienced senior product marketer.

As I assert in this video, managing identity / biometric / technology complexity requires a product marketer who speaks both technology and business languages.

Yes, the audio track is generated via Google Lyria. And frankly, about half the text here is from Google Gemini. But the 30+ years of experience (whoops, wasn’t supposed to say that!) behind everything is 100% human.

If you are a marketing leader seeking to invigorate your team with the biometric product marketing expert (look it up!), visit my LinkedIn profile.

https://www.linkedin.com/in/jbredehoft

Bredemarket Biometric Clients: Are You Next?

Your firm markets products that identify people based on who they are. Their friction ridges. Their faces. Their irises. Their voices. Their DNA.

Your firm needs marketing content (such as case studies), winning proposals, and strategic analyses.

Your firm needs outside help.

Biometric product marketing expert.

Your firm needs the biometric product marketing expert.

Talk to Bredemarket.

Stop losing prospects! Use Bredemarket content for tech marketers

Why I No Longer Discuss “Casetimonials”

Over the last week-plus, I’ve spent a lot of time discussing two of Bredemarket’s services:

If you haven’t figured it out, this week is case study week.

Bredemarket writes case studies.

Of course this isn’t the first time I’ve highlighted my case study services. I’ve been talking about the benefits of case studies for years.

Casetimonials

But when I talked about them before, I grouped case studies and testimonials together and pontificated on a hybrid I called “casetimonials.”

“[A] case study or a testimonial allows a firm to attract new customers by showcasing the successes of existing customers.”

What is the difference between the two?

“Who cares?”

Some experts say that case studies include a calculated return on investment (ROI) and testimonials don’t.

But as far as I’m concerned, size matters. A testimonial is small, a case study isn’t.

Which explains why I don’t discuss “casetimonials” any more.

Let’s tell the truth

I hope you’re not shocked at what I am about to say, but Bredemarket is in the market to make money.

Analysis work makes money at a nice hourly rate.

Case studies make me (as of August 2026) $500 a pop…$2,000 if the client wants a long case study.

Ghostwriting a testimonial from a client’s end customer?

  • The client has to put me in touch with the end customer.
  • I have to interview the end customer to understand their problem, my client’s solution, and how much the end customer loved the results.
  • I have to distill this into 25 amazing words in the end customer’s voice.
  • The client has to review the draft and comment.
  • So does the end customer.
  • I rewrite.
  • The client and end customer (hopefully) approve.
  • The client publishes the testimonial.
  • New prospects crowd the client in droves.
  • The client makes millions of dollars.
  • The client approaches me for a second testimonial from a different end customer.

That’s a lot of work, but with my current pricing structure, how much can I charge for 25 words? Not much. So it’s a money-loser for me.

Especially since the end customer can write something themselves, then ask ChatGPT to make it sound pretty and make the logo bigger.

So it’s case studies

Bredemarket won’t write a testimonial unless it’s part of a larger effort.

To learn more about my case study work, visit this page.

And if you need one (or twelve) case studies, talk to me.

https://bredemarket.com/mark/

Stop losing prospects! Use Bredemarket content for tech marketers

Power Underfoot

When writing your case study, your results can be benefits realized by the various stakeholders.

Power Underfoot. Google Lyria. Public Domain.

Bredemarket writes case studies. Not for kinetic dance-floor crosswalks (yet), but for leading products and services from identity, biometric, and technology firms.

Do you want case studies that resonate with your prospects? Talk to Bredemarket.

https://bredemarket.com/mark/

Stop losing prospects! Use Bredemarket content for tech marketers

More on Flock Safety

I’m not the only biometric expert. Another one offered a comment on a Flock Safety social media post of mine.

“It seems odd to me how quickly people can ignore that license plate readers have helped law enforcement find abducted women and kids, and to identify and track murderers. If misuse is the problem, then mandate a 1 yr. jail term for any police personnel [who] misuse the device.”