I’m conducting an experiment in which an AI bot, “Bredebot,” is writing on the Bredemarket blog and on LinkedIn with almost no restrictions.
Don’t do this at home. It’s not a good idea.
This post describes an example in which Bredebot misses a critically important point about Bredemarket’s target audience in the identity/biometric industry.
“The true competitive advantage isn’t the Al tools themselves but how you use them. Your unique processes for data capture, knowledge management, and building trust are the real ‘moat.’ Al becomes powerful when it’s integrated with your proprietary insights and context, making your approach impossible to replicate.”
Moat. I like that. Imagen 4 (via Bredebot.)
Mabry also advocates including a human in the loop: his firm, Fast + Light, always asks at least one human (preferably two) to review all AI-generated content.
In my Bredebot experiment, I rarely edit what Bredebot says. If you know me, it’s very obvious that Bredebot wrote this and I didn’t.
“Building Trust: In the identity and biometrics space, trust isn’t just a nice-to-have; it’s paramount. If customers don’t trust you with their most sensitive data, you simply don’t have a business. Your processes for privacy, security, transparency, and ethical AI usage are not just compliance requirements; they are fundamental differentiators. How you communicate these efforts, how you manage data breaches (heaven forbid!), and how you constantly reinforce your commitment to security are all part of this trust-building moat. This is where your wombat customers, usually burrowing away, will emerge to praise (or criticize) your efforts.”
While I certainly agree with the sentiment, and obviously don’t mind the reference to wombats, I would have made one change.
The t word
I would have modified Bredebot’s use of the T word. Just because Mabry used it doesn’t mean that Bredebot has to do the same.
“Now perhaps some of you would argue that trust is essential to identity verification in the same way that water is essential to an ocean, and that therefore EVERYBODY HAS to use the t-word in their communications.
“I ask, then I act” is an attention-grabbing statement, but it’s admittedly simplistic. I don’t fall in the “ready, fire, aim” school, but believe that action incorporates review. As the management consultants Daft Punk stated many years ago:
One more time
And they proceeded to say:
One more time
So I guess it’s important.
“One more time” with a client’s content
One time I used my technology product marketing expertise to draft a piece for a client, which the client then edited with Track Changes on. The client made a number of improvements to my text, so I should have been happy with that and let it go. But I thought I’d look at the document.
One more time.
Stupid Word tricks, the Read Aloud edition
So I made a copy of the document, accepted all the changes in the copy, and had Microsoft Word read the document to me (Review menu, Speech section, Read Aloud).
Imagen 4.
Unlike the audio transcription tool (now superseded by AI meeting assistants), the built-in “Read Aloud” feature remains essential today.
Everything flowed well, and Word’s built-in editor didn’t flag anything.
My eyes had seen the problem
But my eye caught something.
In my initial draft, I had referenced the client’s 800 number.
Which in and of itself isn’t bad.
Except for the fact that this is a worldwide company, and many of the prospects who responded to the piece would be calling from outside the United States, where 800 numbers are not supported.
Imagen 4.
So I shot an urgent message saying to correct my error and change the number from an 800 number to a domestic number.
That one additional review eliminated a possible source of friction between my client and its prospects.
Problem solved, even before anyone noticed there was a problem.
You knew this was coming
Anyone notice the similarity between this song and Phil Collins’ “One More Night”? Or is it just me?
For the first time in the U.S., an identical twin has been convicted of a crime based on DNA analysis.
The breakthrough came from Parabon Nanolabs, who’s scientists used deep whole genome sequencing to identify extremely rare “somatic mutations” that differentiated Russell Marubbio and his twin, John. The results were admitted as evidence in court, making last week’s conviction of Russell in the 1987 rape of a 50-year-old woman a landmark case.
Somatic mutations are DNA changes that happen after conception and can cause genetic differences between otherwise identical twins. These mutations can arise during the earliest stages of embryonic development, affecting the split of the zygote, and accumulate throughout life due to errors in cell division. Somatic mutations can be present in only one twin, a subset of cells, or both, potentially leading to differences in health and even developmental disorders—and in this case, DNA.
The science behind somatic mutations is not new, and is well-researched, understood and accepted. It’s just uncommon for DNA to lead to twins, and even more uncommon for somatic mutations to be able to distinguish between twins.
Note that “well-researched, understood and accepted” part (even though it lacks an Oxford comma). Because this isn’t the only recent story that touches upon whole genome sequencing.
Evidence derived from cutting-edge DNA technology that prosecutors say points directly at Rex Heuermann being the Gilgo Beach serial killer will be admissible at his trial, a Suffolk County judge ruled Wednesday….
Heuermann’s defense attorney Michael Brown had argued the DNA technology, known as whole genome sequencing, has not yet been widely accepted by the scientific community and therefore shouldn’t be permitted. He said he plans to argue the validity of the technology before a jury.
Meanwhile, prosecutors have argued this type of DNA extraction has been used by local law enforcement, the FBI and even defense attorneys elsewhere in the country, according to court records.
Let me point out one important detail: the fact that police agencies are using a particular technology doesn’t mean that said technology is “widely accepted by the scientific community.” I suspect that this same question will be raised in other courts, and other judges may hold a different decision.
And after checking my blog, I realize that I have never written an article about Daubert/Frye. Another assignment for Bredebot, I guess…
Your identity/biometric product marketing needs to assert the facts rather than old lies,
I’ve been interested in brand archetypes for years. You’ll recall my first post on the topic, after which I used Kaye Putnam’s quiz to determine my archetypes: primarily Sage, with some others.
Sage, Explorer, Royalty, Entertainer.
This morning I attended a webinar, sponsored by Verizon and under the auspices of SCORE and BizHuub, on the topic of budget-friendly branding. It was presented by Warrick and Takicha Roundtree.
After some preliminary discussions, the Roundtrees focused on the topic of the 12 brand archetypes. They then encouraged us to explore our brand archetypes, with the help of our favorite generative AI tool.
The first prompt, and the response
I am Bredemarket. I offer marketing and writing services (content, proposal, analysis) to identity, biometrics, and technology firms. I sell these services to marketing leaders at these firms. Give me a list of psychographic characteristics of my most likely buyer.
Here is a list of psychographic characteristics of your most likely buyer, the marketing leader at an identity, biometrics, or technology firm. These characteristics go beyond simple demographics and aim to uncover their motivations, challenges, and attitudes.
Core Motivations and Goals
Career-Driven and Results-Oriented: They are primarily motivated by professional success. They need to demonstrate a positive ROI on their marketing budget and show tangible results in the form of lead generation, increased brand awareness, or successful product launches.
Aspirational: They want to be seen as innovative and forward-thinking within their company and the industry. They are looking for solutions that will help them gain a competitive edge and establish their firm as a leader in its field.
Driven by Urgency: They are often facing deadlines and a “need it yesterday” mentality. They have projects to complete, campaigns to launch, and are looking for a reliable partner who can jump in and deliver high-quality work quickly and efficiently.
Seeking Strategic Partnership: While they need a service provider, they are really looking for a partner who can provide fresh, objective insights and strategic thinking. They value an external perspective that isn’t clouded by internal biases or politics.
Challenges and Pain Points
Overwhelmed and Under-Resourced: They are likely managing a lean team and a multitude of responsibilities, from content creation to campaign management and analytics. They may not have the in-house expertise or bandwidth for every project, especially specialized ones like proposal writing or complex analysis.
Need for Specialized Expertise: They are acutely aware that their firm’s technology is complex and niche. They need a writer and marketer who can understand the technical nuances of identity and biometrics and translate them into compelling, clear, and trustworthy content for a B2B audience.
Information and Privacy Concerns: The identity and biometrics space is sensitive. They are concerned with navigating complex issues like data privacy regulations, ethical considerations, and public perception. They need content that addresses these concerns and builds trust with their audience.
Difficulty Demonstrating Value: They struggle to effectively communicate the value of their complex, often-invisible, technology to different stakeholders, from technical users to C-suite executives.
Attitudes and Behaviors
Risk-Averse (to a point): While they want to innovate, they are also responsible for their budget and brand reputation. They will seek out a provider with a proven track record, relevant case studies, and a clear understanding of their industry.
Values Efficiency: They appreciate a streamlined, no-fuss process. They don’t have time for extensive hand-holding or for a provider who needs a lot of training on the basics of their industry.
Prefers a Collaborative Approach: They don’t want to simply hand over a task. They want a partner who will engage in a dialogue, provide strategic recommendations, and work with their team to achieve a shared vision.
Values Trust and Reliability: Given the sensitive nature of their business, they need to feel completely confident that their partner is stable, consistent, and committed to the project. They value a partner who is responsive and transparent in their operations.
The second prompt, and the response
Which of the 12 brand archetypes would appeal to my customers?
Based on the psychographic characteristics of your target customer—the marketing leader at a technology, biometrics, or identity firm—several brand archetypes would likely resonate most strongly.
The key is to choose an archetype that speaks to their professional motivations, pain points, and desire for a strategic, trustworthy partner.
Here are the most relevant archetypes for Bredemarket:
1. The Sage
Why it works: This is the most natural fit. The Sage is the expert, the thought leader, and the trusted advisor. Your customers are seeking knowledge, analysis, and strategic insights. They don’t just want content written; they want content that is well-researched, accurate, and authoritative.
How to embody it:
Focus on data-driven insights and analysis.
Create content that educates and informs, such as white papers, in-depth reports, and industry analysis.
Position yourself as an expert who understands the complex nuances of their industry, not just a content mill.
Your tone should be knowledgeable, wise, and credible.
2. The Creator
Why it works: Your services are inherently creative. You are creating content, proposals, and narratives from scratch. Marketing leaders at tech firms are looking for someone who can translate complex technical information into compelling, engaging stories that resonate with their audience.
How to embody it:
Showcase your ability to build something from nothing—a strong narrative, a winning proposal, or a memorable campaign.
Use a portfolio to highlight diverse, imaginative work you’ve done for other clients.
Emphasize your process, from ideation to final execution.
Your messaging should focus on innovation, originality, and the power of well-crafted communication.
3. The Hero
Why it works: This archetype addresses your customer’s pain points directly. They are heroes within their own companies, tasked with generating leads and demonstrating ROI. You, as Bredemarket, can be their sidekick or a “hero for hire” who helps them conquer their challenges.
How to embody it:
Frame your services as a solution to their problems. Instead of “We write proposals,” say “We write proposals that help you win bids.”
Use success stories and testimonials that highlight how you helped a client overcome a major challenge (e.g., “Helped Company X generate 50% more leads with a new content strategy”).
Your tone should be confident, courageous, and results-oriented.
Secondary, Supporting Archetype: The Ruler
Why it works: While this may not be your primary archetype, it’s a good supporting one. Marketing leaders are often in a position of power and authority. By positioning yourself as a professional and organized partner, you align with their desire for order and control.
How to embody it:
Emphasize your clear processes, reliability, and project management skills.
Communicate with precision and confidence, demonstrating your command of the subject matter and the project.
Show that you bring order to the chaos of their marketing needs.
Summary & Recommendation
For Bredemarket, the Sage and Creator are your strongest primary archetypes.
Sage establishes your expertise and credibility, which is paramount in a technical field.
Creator highlights your specific skill set and ability to build compelling narratives.
You can then use the Hero archetype to frame your marketing messages around the problems you solve, and the Ruler to reassure potential clients about your professionalism and reliability.
By combining these, you can craft a brand identity that is both intelligent and innovative, while also being trustworthy and empowering for your target customer.
What I need to do
So what have I learned from the Roundtrees’ prompts and Google Gemini’s responses?
I need to analyze the rest of the two responses and perhaps make some changes in direction in my self-promotional content. After all, Google never lies.
In truth, why is Google happy that I’m ignoring its marketing advice?
Is the medical facility working with the right patient?
Hackensack Meridian Health in New Jersey claims that it knows who its patients are. It has partnered with CLEAR for patient identification, according to AInvest. Among the listed benefits of the partnership are enhanced security:
“CLEAR1 meets NIST’s Identity Assurance Level 2 (IAL2) standards, a rare feat in the healthcare sector, ensuring robust protection against fraud.”
Bredemarket 