Category Archives: Uncategorized

How I Reverse Engineer Your Non-Existent Brand Book

In the ideal world, when a writer such as me begins to work with your firm, the firm hands me a brand book that explains exactly how I am supposed to communicate when writing for your firm.

In the real world, this rarely happens, if ever.

But I’m smart enough to know that you don’t want me to write in the same style that I use in the Bredemarket blog.

So I ask questions, addressed both to you and to your existing content.

Questions?

While I don’t officially create a real “brand book” out of thin air, the answers to these questions guide me as I create your content. I may include your founding story (someone broke into my house when I wasn’t home), your love of sports (football, or perhaps football), or your prospects’ most pressing needs.

My goal is to be you…whoever you are.

P.S. Speaking of books, might as well flog mine.

Proving Humanity: The Six Factors of Identity Verification and Authentication

How to Educate Yourself About TI: The Nexus

“Frank, you’re just not cutting it!”

Ethan’s young, boisterous voice cut through the office conversation.

“You know that TI is revolutionizing the way we work, live, and breathe. And yet you can’t tell me the first thing about tires!”

Google Gemini.

Frank didn’t bother to reply. Not only because Ethan wouldn’t listen even if he did. But because he knew that Ethan was right. Frank didn’t know TI the way the young folks like Ethan did. Perhaps it was time to draft that resignation letter before the company right-sized him out the door.

That’s when Jane inserted herself into the conversation.

“Hey, Ethan,” she interrupted. “Remember what I was like two months ago? I couldn’t meaningfully discuss the Safe Tread Alliance, calculate yen-to-dollar exchange rates on the fly, or even say a single thing about complete strut assemblies!”

Ethan nodded.

“But I took the initiative and educated myself about TI. I subscribed to a free weekly newsletter that covered all the aspects of TI in detail. Frank, I’ll Slack you the link and within a week you’ll know more about TI than Ethan!”

Frank suddenly felt hopeful. “Thanks, Jane. I will give it a try.”

Google Gemini.

Bredemarket note: Tire Review is a real website that offers a variety of free weekly e-newsletters that are all about tires. But for the record, Tire Review does NOT believe that tire intelligence is the nexus of the most significant advance of the last 100 years.

Then again, maybe they do.

Kinda like certain other paradigm-shifting beliefs.

Google Gemini.
TI: The Nexus. Google Lyria.

Returning to the Quite a Long Way Away Project (BRIAR)

In early 2025 I wrote two posts about efforts to recognize people from quite a long way away. The first was designed to recognize people one kilometer away, while the second increased the distance to 100 kilometers. At the time I vaguely remembered WHY institutions were mounting these research efforts:

“I can’t find it, and I failed to blog about it (because reasons), but several years ago there was a U.S. effort to recognize people from quite a long way away….The U.S. effort was not a juvenile undertaking, but from what I recall was seeking solutions to wartime use cases, in which the enemy (or a friend) might be quite a long way away.”

It took me two years to remember the program (BRIAR) and the agency involved (IARPA).

“The BRIAR program aims to provide the U.S. Intelligence Community with the ability to perform accurate and reliable biometric identity intelligence across a wider range of imagery and collected from a wider selection of sensor platforms.”

The program began in 2021, and we’re starting to see the results, including this latest effort.

“A multi-university research team has developed a biometric recognition system designed to identify people at long distances using not only facial recognition, but also gait and body-shape analysis captured from drones and elevated surveillance video.

“The system, called FarSight, points toward a broader form of biometric surveillance in which people may be identifiable even when their faces are partially obscured, low resolution or unavailable….

“The system was evaluated using the Intelligence Advanced Research Projects Activity’s (IARPA) Biometric Recognition and Identification at Altitude and Range dataset, known as BRIAR. The program is aimed at extending biometric recognition into difficult operational conditions, including severe range, altitude and image quality constraints.”

At long distances, it’s easier to capture someone’s body shape or gait than it is to capture their face. Not sure of the accuracy, though, which is why this is being studied.

Yes, there are numerous methods of proving humanity.

Proving Humanity: The Six Factors of Identity Verification and Authentication

A Less Serious Observation of Memorial Day

Last year I wrote a very serious observation of Memorial Day, noting that it is not just a pool party and grill day.

“To be blunt about it, Memorial Day is a day about death, and if you can’t handle this truth, go back to the pool.”

I encourage you to read this to understand what Memorial Day is about.

Riverside National Cemetery picture Sigris Lopez, CC BY-SA 4.0. Source.

Since I covered the serious side of Memorial Day last year, today I will instead acknowledge that it IS a day for many to relax.

Patriotic shorts inspired by Danie Wylie, but with an Inland Empire feel. (For the IE and other tech firms that need marketing and writing services…tomorrow.)

Google Gemini.

Dry To The Bone

You’re not gonna hear this song about dry fingerprint ridges on Top 40 radio. But for a select few biometric product marketers, it highlights a critically important issue.

“Dry To The Bone #1.” Google Lyria.

Why?

Because dry fingerprint ridges, while not a common worry among the general populace, ARE a concern among law enforcement, homeland security, financial institution, and other professionals who depend on high-quality friction ridge capture to solve crimes and identify people.

And these people desperately need products that accurately capture fingerprints in challenging conditions.

And the product vendors need to communicate their product benefits to potential vendors.

That’s where Bredemarket comes to save the day.

Not with music.

“Tracing the Ridge.” Google Lyria.

(Thankfully.)

Through Bredemarket, I work with you to develop the customer-focused, benefits-oriented words that move your prospects toward your fingerprint capture solution.

If you want prospects to buy your identity product, schedule a free meeting with the biometric product marketing expert.

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

And…I couldn’t resist one more.

“Dry To The Bone #2.” Google Lyria.

The Precision Trap

I recently converted my blog post “Top 3 Identity/Biometric Marketing Mistakes: Avoid These False Differentiators” into a video, “Avoid(ing) False Differentiators.”

So I figured I should go all out on Google-powered repurposing and I used Lyria to create the 30-second song “The Precision Trap.”

The Precision Trap.

Google described it as “a slick, modern Dark Synth-Pop track inspired by the core concepts from the article on avoiding false differentiators.” But with only 30 seconds to work with, it can’t match the detailed take of the video. No great place to work awards, no unicorns, not even a single feature.

But it’s catchy.

My previous Lyria efforts covered topics such as fingerprint matching, my biometric product marketing expertise, early FBI AFIS efforts, and content-proposal-analysis “pages left to go.” You know, the usual songwriter themes.

Oh, and Bredebot has a Lyria song also about wombat teamwork. Because Taylor refuses to talk about it, someone—I mean something else must.

The Continuing Adventures of Will and Chad

Technically Chad Smith engaged in identity fraud on Saturday Night Live when he started giving Will Ferrell’s monologue.

But no harm was done.

And while the face modality fooled many of us, the voice modality gave Chad away. Score one for multimodal authentication.