Author Archives: bredemarket

Marketing and writing services.

Fantastic Creatures Can’t Thrive in the Real World

It’s easy to toss around phrases like “customer-focused benefits” without comprehending what they mean.

So I’ll provide an example.

Years ago I wanted to learn about a particular company—and no, I’m not going to name the company—so I read what it said about itself. And what did the company’s product marketing say?

“We’re a unicorn!”

Google Gemini.

For the benefit of normal people, when businesses talk about being a unicorn, they are saying that the firm, based upon funding from private investors, has a theoretical valuation of over $1 billion. For example, if Ventures R Us pays $100 million for 10% of the company.

Well, this company was really proud about its unicorn status, to the exclusion of everything else.

With reason, when you think about it. 

Taking an example from my own industry, if you are the police chief of a medium sized city that needs an automated biometric identification system, would you risk buying one from a provider with an actual or theoretical valuation of less than $500 million?

Because isn’t company valuation the most important thing to a prospect?

What? It isn’t? Prospects care about results?

(For the record, you can buy a perfectly fine ABIS from firms with actual, not theoretical, values of less than $100 million.)

In fact, I would go so far as to say that if the first sentence of your company description includes the word “Series” followed by a letter from the beginning of the alphabet, your focus is the investment community rather than your prospects.

Google Gemini.

But if the first sentence of your company description talks about what you deliver to your customers, then you’ll impress both your prospects and the discerning investors. Nothing magical about that.

Take care in how you market your products.

Silence is Golden…For Your Competitors

When we refuse to share our good news…

…and when we refuse to share our bad news…

…we allow our competitors to drive the conversation.

Grok.

Don’t surrender your message…and your prospects…to the competition.

Let Bredemarket help you create customer-focused, benefit-oriented content.

Stop losing prospects! Use Bredemarket content for tech marketers
Stop losing prospects!

“We Use AI” Marketing Goes Beyond the IDV Realm

I recently mentioned again how ALL the identity verification companies use the following two elements in their product marketing:

  • “We use AI.”
  • “Trust!”

If you read three marketing messages from three IDV vendors, I defy you to tell them apart. Admittedly my last comparison took place years ago, so I took a fresh look at the 2026 versions. Here are two:

“Industry-leading AI-driven Technology”

“We make it easy to safeguard your customers with AI-driven identity verification.”

Thankfully the companies are finally mentioning differentiators other than trust, but the magic letters AI still persist.

AI is everywhere and nowhere

But you can’t really blame the IDV vendors when everyone is injecting the two letter word in their messaging.

20 years ago, anyone who talked about an AI-powered vacuum cleaner would have been relegated to the back of the hall and told to put on his Vulcan ears.

Now we have things like AI pens.

“Handwrite only the critical points. Let Flowtica AI summarize and visualize the rest-audio, photo and even your sketches – into insights. Stay focused in the flow”

And lest you think that such efforts are fringe, Open AI and Jony Ive are reportedly working on one.

But AI pens make as much sense as AI influencers. If you have AI, why do you need the influencers? And if you have AI, why have a pen?

But that won’t stop people from hawking AI pens, and pencils, and erasers, and 3 hole punches, and maybe even…paperclips.

The Latest, Probably Still Inaccurate, List of PAD 3 Conforming Solutions

I remember when I was working in Anaheim and keeping track of the latest BIPA lawsuits, back when you could count them on one hand…then on two hands…then there were too many.

I feel the same way about my previous attempts to track the vendors that offer solutions that conform to ISO 30107-3 Presentation Attack Detection Level 3. I thought I’d found them all, then I’d find another one.

So here’s my current (Friday afternoon) list of the PAD 3 conforming solutions.

VendorModalityConfirming LabLink/Date
AwareFaceBixeLabNovember 2025
FaceTecFaceBixeLabOctober 2025
ParavisionFaceIngeniumSeptember 2025
YotiFaceiBetaJanuary 2026

While Google Gemini informed me that Veridas had also received Level 3 confirmation from iBeta, that turned out to be a hallucination. Veridas realizes the importance of Level 3, though, as do other selected vendors, so I suspect this table will be outdated soon.

Oh, and just to confuse things further, some of the other tests, such as CEN/TS 18099 injection attack detection tests, also may apply in some way to presentation attacks. Or maybe not. We’ll see.

Your Prospects Hate Your Complex Technology

If your product marketing pitch to your prospects concentrates on the complex technology in your product, your prospects KNOW that you don’t get it.

Put yourself in your prospects’ shoes.

Grok video from a Google Gemini image.

Understand the problems your prospects face. Ask questions.

The Seven Questions I Ask.

Demonstrate a customer focus and talk about how your product benefits your customers.

And craft the correct product marketing content.

Stop losing prospects! Use Bredemarket content for tech marketers

Names Are Replaceable

(Patti Smith picture by Harald Krichel – Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=151929930.)

My very first bad blog joke (back in October 2003) was tangentially related to knowledge-based authentication:

“When Patti Smith married Fred Smith, did she take her husband’s last name, or keep her maiden name?”

Because Patti didn’t change her name, but many people do.

Which means that even if a name is unique, it is not as accurate a form of identification as, say, irises.

If you don’t believe me, ask Richard Meyers and Thomas Joseph Miller.

Better known as Richard Hell and Tom Verlaine.

Patti Smith.

On Misteaks

This morning I loudly proclaimed that three companies had received independent assessments of conformance to Level 3 Presentation Attack Detection (liveness detection).

This is important, because Level 3 conveys an enhanced certainty that the face the software sees (the face that is “presented”) is a real face and not some type of deepfake.

And as I loudly proclaimed, products from three companies had received the Level 3 designation.

But I was wrong.

As I noted several hours later, FOUR companies have received that PAD Level 3 designation: Aware, FaceTec, Paravision, and Yoti.

There are three ways to correct a mistake:

  • Don’t. Keep the incorrect information.
  • Quietly correct the mistake without admitting it. Change “three” to “four,” and you’re done with no one the wiser.
  • Admit the mistake. “Yeah, I originally said three, but it’s really four.”

I chose the third option, just in case someone remembers that I initially said three.

Even More On Presentation Attack Detection Level 3

This morning’s post listed three companies with independently demonstrated conformance to ISO 30107-3 presentation attack detection level 3: Aware, FaceTec, and Yoti.

The independent evaluators were BixeLab and iBeta.

But Ingenium provides PAD level 3 conformance assessments also.

And Ingenium testified to Paravision’s conformance.

So that’s a total of four companies at PAD Level 3: Aware, FaceTec, Paravision, and Yoti.

Who else did I miss?

And I will revisit my earlier question. Will consumers perceive that THEIR data is valuable enough to warrant Level 3 liveness detection? And avoid the solutions with “only” Level 2 conformance?

Four companies (so far) are betting on it.