Author Archives: bredemarket

Marketing and writing services.

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.

How Quickly Can Your Competitor Get Its Blog Message Out?

Do you want your company’s message to appear in your blog…someday?

If it’s acceptable to your company to get a message out within 90 days, then don’t even bother to read the rest of this post. It’s going to sound ridiculous to you, and probably pretty scary, and frankly it will seem rather rushed.

But could you put me in contact with your competitors? Because while you’re delaying, your competitors are acting.

And can get messages out within 14 days.

  • (Day 1) Your competitor and its writer decide on the topic, goal, benefits, and target audience (and, if necessary, outline, section sub-goals, relevant examples, and relevant key words/hashtags, and interim and final due dates).
  • (Days 2-4) Then the writer puts a draft together for your competitor’s review, ideally within three calendar days.
  • (Days 5-7) The competitor reviews it, ideally within three calendar days. (Yes, I know that such projects sometimes end up on a company’s back burner and aren’t reviewed until a month later, but what if your competitor is motivated?)
  • (Days 8-10) The writer makes some final changes, again within three days.
  • (Days 11-13) The competitor approves the final changes, again within three days.
  • (Day 14) The competitor loads the text into its blog software, adds any necessary images, creates promotional posts on social media (often the original writer can draft those when they draft the blog post itself)…and THE BLOG POST IS LIVE.

So while you’re deciding when you will decide whether you want to say something, your competitor has already said it.

This is the exact process I follow with my clients with my Bredemarket 400 Short Writing Service.

If your competitor wants to get its message out now rather than later, have your competitor talk to me.

Make sure your competitors know that blogging provides benefits.

Data source: Daily Infographic, https://www.dailyinfographic.com/state-of-blogging-industry.

And Bredemarket can provide blogging services.

Bredemarket services, process, and pricing.

“Proactive” is a Pro

Maybe this happened to you recently…say, within the last two hours.

You join a webinar that you’ve long anticipated. The host introduces the webinar, then introduces his first guest.

The first guest introduces herself.

Then…nothing.

The first guest remains on screen, smiling but not saying a thing.

Grok.

We expect the host to reappear on screen to introduce the second guest, but he doesn’t.

The screen remains silent for a few more seconds.

Finally, the second guest introduces himself, and proceeds with the webinar by asking a question of the first guest.

The two guests move the webinar forward for the next few minutes, until the host reappears.

As you probably guessed, the host had technical difficulties, was booted from the webinar, and had to rejoin.

But his guests were proactive and proceeded with the webinar without a host.

Don’t wait. Act.

More On Presentation Attack Detection Level 3

If you needed any confirmation that Presentation Attack Detection Level 2 is so last year, you have it now.

Last month I talked about Yoti achieving confirmation of PAD Level 3 in iBeta testing.

But iBeta isn’t the only entity performing PAD Level 3 testing.

  • FaceTec’s algorithm received PAD Level 3 confirmation from BixeLab in October.
  • Aware received a similar confirmation in November.

Will PAD Level 3 become the new floor for liveness detection? It depends upon your needs. Here’s how Mantra explains the difference between levels 2 and 3.

Level 2 (L2):

More realistic spoofs-high-quality 3D masks, composite fingers, better materials. Harder to detect, but still lab-craft attacks.

Level 3 (L3):

Advanced adversary scenarios-custom molds, hyper-realistic masks, lab-grade fabrication. Represents attackers with serious resources.

The “serious resources” part is key. Fraudsters will only spend “serious resources” if the target is valuable enough.

But will consumers perceive that THEIR data is valuable enough to warrant Level 3 liveness detection? And avoid the solutions with “only” Level 2 conformance?

Three companies (so far) are betting on it.

(Actually four. See my update.)

(And yes, the three hands on the fraudster should have been a giveaway…)

Why Product Marketers Repeat Themselves

How many times have you seen a SINGLE advertisement for a product or service and IMMEDIATELY rushed out and bought it?

As Email Tool Tester notes, product marketing doesn’t work that way.

[O]ur research suggests that in 2025, the actual number of touchpoints before a sale varies between 1 and 50, depending on the prospect’s buying stage:

  • Inactive customers only need 1–3 touches on average
  • A warm inbound lead will need 5–12 touches
  • A cold prospect can require 20–50 touches

So I came up with a bright idea: just repeat my message: “Identity, biometric, and technology marketing leaders should use Bredemarket’s marketing and writing services for their content, proposal, and analysis needs.”

And repeat it 50 times. (Preferably in a shorter form.)

But before applying my mad copy/paste skillz, I checked…and Email Tool Tester also notes that product marketing doesn’t work that way either. Specifically, you need multiple touchpoints, and multiple TYPES of touchpoints, to ensure your message resonates with your hungry people.

  • Which means that Bredemarket needs to use multiple methods to communicate with my prospects.
22.

But you can repurpose.

  • I recently completed a long piece of content for a client, and flagged six sections that the client can share as shorter pieces of content. That’s seven pieces for the price of one. (And two touchpoints. 48 to go.)
  • But that’s nothing. Once I created 31 pieces of content from a single idea. (Only 19 to go that time.)

And if you’ve seen Bredemarket’s messaging 49 times in the past, now is the time to act and discuss your content, proposal, and/or analysis needs with Bredemarket.

Stop losing prospects! Use Bredemarket content for tech marketers