Category Archives: Uncategorized

Today’s Acronym is PIA (Privacy Impact Assessment)

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(Part of the biometric product marketing expert series)

Do U.S. government agencies simply run roughshod over your privacy rights?

Not exactly.

Government agencies are required to issue Privacy Impact Assessments (PIAs) for their projects.

The Federal Bureau of Investigation alone has issued over 60 PIAs.

For example, here is the PIA for CODIS, the Combined National Deoxyribonucleic Acid (DNA) Index System (CODIS).

And if anything needs a PIA, it’s CODIS, since it potentially contains your personally identifiable information…and the personally identifiable information of your relatives.

The PIAs themselves are detailed. The CODIS PIA includes 8 sections with 19 pages of questions and responses. For example, here is the response in section 8 regarding privacy:

The type, quantity, and sources of information collected by FBI CODIS are necessary to identify crime scene offenders, missing persons, or unidentified human remains, or to link multiple crime scenes. Such information is only further disseminated for these purposes. Moreover, NDIS does not store State Identification Number/Universal Control Number or otherwise collect, handle, disseminate, or store contributors’ names. Therefore, CODIS DNA profiles and pedigrees can only be matched to a named individual by the submitting Criminal Justice Agency forensic laboratory, independent of NDIS.

  • The privacy risks associated with the collection and maintenance of FBI CODIS information are inaccurate information, unauthorized access, and unauthorized disclosures.
  • The privacy risks associated with the access and use of FBI CODIS information are unauthorized access, unauthorized (or overly broad) disclosures, and loss of data.
  • The privacy risks associated with the dissemination of FBI CODIS information are the risks of unauthorized disclosures and loss of data.

The risks of unauthorized access, unauthorized disclosures, loss of data and inaccurate information are mitigated by the quality assurance standards promulgated by the FBI pursuant to the Federal DNA Identification Act. These risks are further mitigated by the system, physical access, network-infrastructure, auditing and quality assurance controls, as described more specifically in Sections 6.1 and 6.2, which are in compliance with FIPS Publication 199, as applicable.

The risk of inaccurate information is also specifically mitigated through the identity verification process performed by participating Criminal Justice Agency forensic laboratories to confirm a potential match. The identity must be confirmed prior to the disclosure of any personally identifiable information to the law enforcement entity who submitted the DNA sample.

Lastly, notice is provided as described in Section 5.1.

Publish That Blog Post Now

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Publish that blog post now. Why wait?

Unless you have no intention of ever publishing anything. If that’s the case, it would be a waste of your time to read another word of THIS blog post.

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OK, who is left?

Maybe there’s another reason you didn’t publish that blog post yet.

Perhaps you never wrote the blog post in the first place.

If that’s your problem, I will now provide you with the Bredemarket 42 step process to generate that blog post.

I kid, of course. You only need two steps.

  1. Ask.
  2. Act.
I ask, then I act.

Bredemarket is expert at both asking and acting, equipping my clients to get the right message out and to do it now.

Not six months from now.

If it’s winter, your “heat wave” blog post is no longer timely. Imagen 4.

After all, I’m incentivized to perform your marketing writing with both accuracy and speed. I want your approval…and your revenue.

So go to my “Content for tech marketers” page, read about Bredemarket’s services, and book a free 30 minute meeting with me to discuss your content needs.

Content for tech marketers: https://bredemarket.com/mark/

Differentiate: Don’t Make Cracker Barrel the Same As Every Other Reataurant

(Cracker Barrel, Rialto, California)

You’ve probably heard me rant about companies that fail to differentiate.

But what’s worse are the companies that have clear differentiation, but then dump it to be just like everybody else.

Take Cracker Barrel. 

Changing the look and feel

Despite their manufactured nature, they clearly present themselves as a place with an old-time retro feel. 

  • Their menu pays homage to Southern cooking, even if you’re eating at a Cracker Barrel in California or Connecticut.
  • The store features country music, Moon Pies, and records…sorry, vinyl.
  • Even the walls are covered with decorations that reflect the past. In California, that means citrus crates, plus farming implements and sepia-toned pictures.

Well, one of the items above is changing.

“The Tennessee-based company, known as much for its tchochkes as its Southern fixins’ like chicken fried steak and grits, has tossed the kitsch that drew generations of diners in favor of booths and crisp white walls.”

A move which gives the New York Post to describe the new look as “sterile.” A good word in healthcare, and maybe a good word in a restaurant kitchen, but not in the dining room.

So why do it? Because:

“CEO Julie Felss Masino admitted the chain is ‘just not as relevant’ as it used to be.”

Ah, RELEVANT. If you maintain a retro look that your competitors don’t have, you’re not relevant.

But what will Cracker Barrels become with white walls, no rocking chairs, and no Burma Shave signs?

Yawn.

A fast (food) lesson

McDonald’s learned about customer indifference the hard way. Throwing the old look into the dumpster doesn’t please people.

Years ago when I was growing up, McDonald’s was easily identifiable by its huge golden arches on the red and white striped buildings.

McDonald’s, Downey, California. Photo by Bryan Hong (Brybry26) • CC BY-SA 2.5. 

But then McDonald’s decided that the 1950s-1960s look was no longer relevant and shifted to square brown buildings straight from an industrial park.

But today?

McDonald’s is making its customers happy by building huge restaurants with huge golden arches again. One is being built in my local area in Upland at Foothill and Benson. You may know Foothill Boulevard as Route 66. There are two existing golden arches restaurants on Foothill near Euclid in Upland and near Archibald in Rancho Cucamonga.

How are you differentiated?

So what happens in 2035 when some old man is telling his grandkids how cool Cracker Barrels USED to be?

You’ll have a new CEO ordering the high-traffic restaurants to cover the walls with farming implements again.

And maybe your technology company is in a similar state, sounding just the same as everyone else.

Ask yourself WHY your company is great and your competitors suck.

And emphasize your differentiators.

Bredemarket can help. Talk to me.

Stop losing prospects! Use Bredemarket content for tech marketers

Why We Fact Check AI

According to Meta AI, “Bredemarket’s history dates back to L-1 Identity Solutions.”

Um, no.

  • Bredemarket was established in 2020.
  • L-1 Identity Solutions ceased to exist 9 years before that in 2011, when Safran acquired it.
  • John E. Bredehoft was never an employee of L-1, or or any of the companies that L-1 acquired.

Now that’s a hallucination.

Wide Awake: Luna Marketing Services On Journey Perserverance

In the comments section of this Instagram reel, Luna Marketing Services provided this reply to me (in part):

“the journey is never easy…And while quitting is, quitting never brings results”

For the record, I’ve awakened from my Instagram nap, but still mulling over what to do with that platform.

And So Ends July

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Told you it was going to be a busy day.

Although my first of my three meetings started at 7:30 am, my day actually started three hours earlier with light Things To Accomplish. Suffice it to say that the Bredemarket blog will have daily content until Monday, August 4.

Sneak preview. Come back Monday. Imagen 4.

My first two meetings were followed by content creation (including a personal LinkedIn article on product marketing strategy) and other tasks.

From LinkedIn. Imagen 4.

I took a mid-afternoon break before my third meeting, the Inland Empire BizFest in Montclair. I wrote about that here and here, plus on the Bredemarket socials.

Log those business miles.

In fact I knew I would be so busy today that I declined a personal invite at 10 this morning. Good thing I declined, because I was neck deep in a requirements workbook (yeah, Microsoft Excel again) for a Bredemarket client’s end customer. (Can you say TOT? I knew you could.)

Anyway, I left Montclair Place before 7:30 pm and called it a night after a long day.

Thankfully the first day of August only includes a single meeting.

Which starts at 7:00 am.

My Biometric Product Marketing Expert Slogan Rewarded Me (SBDC at BizFest)

At the Inland Empire BizFest, I am listening to two Orange County-Inland Empire Small Business Development Center presenters.

When they asked if any of us had developed any SEO-related terms, I told them I was the biometric product marketing expert.

They gave me some M&Ms.

If a Company Says It Has No Competition, Run Far Away

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I was reading something in which a company executive declared, “We have no competition.”

The executive was trying to say that the company’s product was so amazingly brilliant that other companies were left to eat its dust.

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But think about what the “we have no competition” statement means.

It means that in any opportunity in which multiple firms are vying for a contract, the company would win all of them.

Every. Single. One.

What’s more, the company would win every sole source opportunity and never lose a prospect.

Um…no.

Because if a product is a monopoly—De Beers diamonds comes to mind—there are always alternatives. Lab-grown diamonds. Cubic zirconia stones.

And even if a product is truly unique with no substitutes, the prospect always has one alternative. Doing nothing.

Which can have an attractive price point.

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So don’t claim you have no competition.

And let Bredemarket analyze your competitors and write about your benefits.

Find out more.

Stop losing prospects! Use Bredemarket content for tech marketers