Uncategorized – Page 62

Erich Winkler’s “Cybersecurity Controls From Zero to Hero”

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In my work for a Bredemarket client I’ve explored taxonomies for digital assets. But I’ve never explored taxonomies for cybersecurity controls as Erich Winkler just did.

In fact, Winkler categorized cybersecurity controls in two ways: the “how” and the “why.”

So naturally I started with the why.

From https://blog.hubspot.com/customers/3-takeaways-from-start-with-why.

Winkler:

“By understanding the different types of controls, you’ll be able to make more informed decisions about which ones are best suited for specific situations.”

Winkler identified six different “why” control types:

Preventive.
Detective.
Corrective.
Deterrent.
Recovery.
Compensating.

For definitions of these six “why” control types, his three “how” control types, 3000 words worth of pictures, and some examples, read Winkler’s Substack post. And if you’re brave, take the quiz.

Winkler sums everything up as follows:

“By now, you understand that cybersecurity isn’t just about buying the latest tools. It’s about knowing why you use them and how they work together.”

Winkler writes expertly on cybersecurity. But if you can’t get him, and you need someone to work with you to create content for tech marketers, turn to Bredemarket.

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The Return on Investment (ROI) of Digital Asset Management (DAM)

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I recently downloaded an ebook from Canto entitled “The ROI of DAM: How to Prove the Business Value of Digital Asset Management.” If you would like to download it also, visit this page.

Why do you need to manage digital assets? Because if your company has thousands or millions of digital assets, individual ones will be so hard to find that you’ll start adding an “N” to the “DAM” acronym.

Canto argues that its digital asset management solution delivers positive ROI by the following:

Saving time and reducing waste
Accelerating speed to market and improving content quality
Reducing asset production costs
Boosting revenue with brand consistency
Minimizing business risk

The ebook quotes some numbers: $20,000 savings here, more savings there.

Of course, Canto isn’t the only DAM in town, as my former coworker Krassimir Boyanov will not hesitate to tell you. Krassimir heads KBWEB Consult, a boutique technology firm that provides consulting services for Adobe Experience Manager users.

A wombat holding a phone displaying a digital identity, surrounded by papers with pictures of cars. Two Dolby speakers are in the back of the room. — (She’s tidied up and) I can’t find anything.

I’ve previously quoted his thoughts on a consistent taxonomy for digital assets, but Boyanov has also addressed ROI issues in KBWEB Consult’s own blog: specifically, looking at Adobe Experience Manager Assets, the DAM component of Adobe Experience Manager. Here’s part of what he said:

In July 2024, IDC examined the business value of Adobe Experience Manager (AEM) Assets. Based on interviews with AEM Assets customers, IDC concluded that the interviewed customers could realize an average annual cost saving of $9.04 million per organization. These cost savings came from multiple sources:

Reduced risk of using out-of-date/unapproved assets (52%)

Reduced risk of accidental disclosure of assets (27%)

Reduced spending of duplicative (62%) or unused (40%) assets

Reduced agency spending by completing work in-house (24%)

Reduced go-to-market time (55%)

Reduced time for content to go from creation to production (47%)

Reduced time for content in a new form factor (39%)

Reduced time to create a new digital asset (66%)

Reduced time to repurpose an existing digital asset (73%)

Reduced time to create a rendition of an asset (60%)

Those are some DAM good numbers. And KBWEB Consult (and IDC) didn’t gate them.

Tech marketers, do you have similar return on investment numbers you would like to share with your end customers? Bredemarket can help you share those numbers. Talk to me before your competitors return YOUR investment to THEM.

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Tech marketers, are you afraid?

Busy Day Today

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The end of the month will go out with a bang for Bredemarket.

I have three meetings today: an early morning meeting that includes a client and the client’s end customer, an internal client meeting, and the Inland Empire BizFest in Montclair. (California, not New Jersey.)

Plus I have to support a fourth meeting that I will not be attending.

I hope this indicates a busy August for Bredemarket.

But if you want to get on my calendar, fill out the meeting request on my “Content For Tech Marketers” page.

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Tech marketers, are you afraid?

PoisonSeed and FIDO Update

Update to my July 21 post “PoisonSeed: Cross-Device Authentication Shouldn’t Allow Authentication on a Fraudster’s Device.” FIDO’s cross-device authentication is NOT inherently insecure.

From Chris Burt at Biometric Update:

“A reported passkey vulnerability has been walked back, and FIDO is recommended as the fix to the vulnerability of “phishable” MFA wreaking havoc on corporate networks around the world.

“The PoisonSeed attack reported by security company Expel earlier this month does not give access to protected assets, if the FIDO Cross-Device Authentication flow is properly implemented.”

Proper implementation and configuration is essential.

What is a Fingerprint Ridge Ending?

(Image from NIST)

(Part of the biometric product marketing expert series)

If you hear a fingerprint person discussing a “ridge ending,” the definition is pretty simple.

“This minutia illustrates an abrupt end to a continuous ridge path.”

And if you think of fingerprint ridges as black lines on a white background, then a ridge ending is the exact opposite of a bifurcation.

And I wrote this post to prove…a point.

FBI, DoD, DHS, and Other Biometric Standards

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When I started in biometrics 30 years ago, the most important operational biometric standard to me was what was then called the Electronic Fingerprint Transmission Specification or EFTS, published by the Department of Justice’s Federal Bureau of Investigation (FBI).

Record types from the 1993 ANSI/NIST standard.

Unlike the ANSI/NIST biometric data interchange standard, the EFTS can actually be used out of the box to transmit data. The ANSI/NIST standard doesn’t define any “Type 2” fields, nor does it define any “types of transactions” (TOTs). EFTS did.

Other standards

But the EFTS, now the FBI’s Electronic Biometric Transmission Specification or EBTS (downloadable here), isn’t the only biometric transmission standard derived from ANSI/NIST.

State police agencies have their own law enforcement transmission standards. Here’s New York’s version (PDF).
Other U.S. federal agencies such as the U.S. Departments of Defense and Homeland Security have transmission standards.
Other countries have their own transmission standards.
Multinational agencies such as INTERPOL have their own transmission standards.

Luckily all the different standards have some basic similarities, but if you have a mobile biometric device that must submit to DOJ and DoD and DHS, you need to switch to the proper profile for each submission.

Last week I downloaded two different standards so I could understand the TOTs. I would have downloaded a third, but the agency restricts its distribution.

Word up

But I will tell you the biggest frustration I have with the standards.

In the EBTS and some other standards, there is a type of transaction referred to as “Criminal Ten-Print Submission (No Answer Necessary).” The abbreviation for this TOT is CNA.

Microsoft Word in default mode auto-corrects this from CNA to CAN.

CMOs, I can help you

But I’ve overcome this frustration over 30 years of immersing myself in all things biometric-translation related. This experience is benefiting a Bredemarket client that communicates with end customers regarding many of these standards.

Can my experience benefit you as your organization produces content, proposal, and analysis materials on a deadline? If Bredemarket can help you catch up or get ahead, let’s talk.

Stop losing prospects! Use Bredemarket content for tech marketers

Tech marketers, are you afraid?

What is a Fingerprint Bifurcation?

(Image from NIST)

(Part of the biometric product marketing expert series)

If you hear a fingerprint person discussing a “bifurcation,” the definition is pretty simple.

“The point at which one friction ridge divides into two friction ridges.”

And if you think of fingerprint ridges as black lines on a white background, then a bifurcation is the exact opposite of a ridge ending.

The fingerprint image is from an appendix to the National Institute of Standards and Technology’s 2003 Fingerprint Vendor Technology Evaluation (FpVTE).

Yeah, THAT FpVTE. I remember it well from my days at Motorola…not a “top 3” vendor.

Is Biometric Authentication Marketing Profitable?

When a company such as Bredemarket promotes itself, often we don’t know who is receiving the marketing messages. Therefore, we have to BROADCAST.

When we do know who is receiving our messaging, we can NARROWCAST.

Hmmm…how could we know this?

Ask TLG Marketing.

“Businesses are rapidly adopting biometric authentication marketing as it serves a dual purpose: enhancing security and providing a customized marketing experience.”

But does it pay? Yes.

“By integrating fingerprint recognition technology, a retail company optimized its app experience, leading to a 20% increase in online sales. In another case, a banking institution used facial recognition for secure and quick authentication, resulting in a customer service rating boost of 25%.”

There are ways other than biometrics to know who your prospects are, but knowledge based authentication (KBA) such as passwords has its weaknesses. With KBA you may not be interacting with your prospects, but with your prospect’s spouse or child.

JOE’S ALCOHOL EMPORIUM: Evelyn, what types of alcohol do you prefer?

EVELYN’S TEENAGE SON WHO KNOWS HER PASSWORD IS HIS BIRTHDATE: 200 proof, man! Let’s get wasted!

Bredemarket has created targeted, segmented content, including individualized content. Let me help you communicate with your individual prospects. Talk to me.

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Tech marketers, are you afraid?

Geolocation, Privacy…and Abuse

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I’ve frequently talked about geolocation as a factor of authentication, and have also mentioned the privacy concerns that rise with the use of geolocation for identification.

But sometimes it’s not just an issue of privacy, but something more sinister.

Authentic Living Therapy is a counselor specializing in trauma, abuse, emotional abuse, anxiety, depression, self-harm, parenting, and relationship difficulties. The page recently shared an image post on Facebook with the title

“Tracking someone’s location isn’t always about care. Sometimes, it’s about control.”

I encourage you to read the entire post here.

As with many other privacy-related issues, it all resolves around consent.

If Agnes wants Bob to track her location to ensure she is safe, it is fine if Agnes freely consents for Bob to track it.
If Bob wants to track Agnes’ location, you need to ensure that Agnes is not being forced to consent.
If Bob wants to track Agnes’ location but refuses to let Agnes track Bob’s location, there are many red flags.

By Denelson83 – Own work, Public Domain, https://commons.wikimedia.org/w/index.php?curid=498580.

If you are a tech marketer and want to share how your identity solution protects individual privacy, I can help you write the necessary content. Let’s meet. Before your competition shares ITS story and steals your prospects and revenue.

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Tech marketers, are you afraid?

Tech Marketers, Save Time at Thursday’s Inland Empire BizFest

If you’re a tech marketer who is attending the Inland Empire BizFest at the Main Event in Montclair, California on Thursday evening, I’m going to save you a few minutes.

Take the long way home to marketing and writing services

Tech marketers seeking marketing and writing services will have to go through these steps.

Look for John E. Bredehoft. I look like this, although I haven’t decided if I’ll wear the tie and jacket.

Ask me, “Hey, John, you offer those marketing and writing services, right?”
Ask me for a brochure.

Download the brochure now

Why don’t you save yourself a few minutes and download the brochure now?

Content For Tech Marketers (July 3, 2025)Download

That’s one less piece of paper to haul around.

Visit the web page now

And to save even more time, you can go ahead and visit the referenced “bredemarket.com/mark” page now also. This web page covers the stuff I couldn’t fit on the one-page brochure.

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The best laid plans of wildebeests and men often go awry

But if you don’t have a chance to download the brochure or visit the “Stop losing prospects” page, I plan to be at the Main Event on Thursday.

Note that I said I PLAN to be at the Main Event. The last time I planned to be at an event (a business expo in Los Angeles), neither my client nor I made it.

So I don’t guarantee I’ll be there, but I plan to be there.

You going?

If not, here’s a video you can enjoy instead.

Tech marketers, are you afraid?