I now link to over 100 posts on biometry, biometrics, finger, face, iris, voice, DNA, other biometric modalities, non-biometric factors, and non-person entities.
Identity/biometric marketing leaders continuously talk about how their companies have reduced bias in their products. But have they reduced bias in their own marketing to ensure it resonates with prospects?
“Marketers are driven to accentuate the positive about their companies. Perhaps the company has a charismatic founder who repeatedly emphasizes how ‘insanely great’ his company is and who talked about ‘bozos.’ (Yeah, there was a guy who did both of those.)
“And since marketers are often mandated to create both external and internal sales enablement content, their view of their own company and their own product is colored.”
Let’s look at two examples of biometric marketing internal bias…and how to overcome it.
Google Gemini.
Internal bias at Company A
Company A does not participate in the U.S. National Institute of Standards and Technology (NIST) Face Recognition Technology Evaluation (FRTE) for technical reasons.
As a result, the company’s marketing machine constantly discredits NIST FRTE, and the company culture is permeated with a “NIST is stupid” mentality.
All well and good…until it runs into that one prospect who asks, “Why are you scared to measure yourself against the competition? Does your algorithm suck that bad?”
Internal bias at Company B
Company B, on the other hand, participates in FRTE, FATE, FRIF (previously FpVTE), and every other NIST test imaginable.
This company’s marketing machine declares its superiority as a top tier biometric vendor, supported by outside independent evidence.
All well and good…until it runs into that one prospect who declares, “That’s just federal government test data. How will you perform in our benchmark using our real data and real computers?”
Internal bias at Bredemarket
Well, I have my admittedly biased solution to prevent companies from tumbling into groupthink, drinking of Kool-Aid, and market irrelevance.
Contract with an outside biometric product marketing expert. (I just happen to know one…me.)
Google Gemini.
I haven’t spent 30 years immersed in your insular culture. I’ve heard all the marketing-speak from different companies, and I’ve written the marketing-speak for nearly two dozen of them. I can ensure that your content resonates with your external customers and prospects, not only with your employees.
All well and good…until…
Reducing internal bias at Bredemarket
“But John, what about your own biases? IDEMIA, Motorola, Incode, and other employers paid you for 25 years! You probably have an established process that you use to prepare andouillette at home, based upon a recipe from 2019!”
Google Gemini.
I don’t…but point taken. So how do I minimize my own biases?
My breadth of experience lessens the biases from my past. Look at my market-speak from 1994 to 2023, in order:
We are Printrak, a nimble private company that will dominate AFIS with our client-server solution.
We are Printrak (stock symbol AFIS) a well-funded public company that will dominate AFIS, mugshot, computer aided dispatch, and microfiche.
We are Motorolans, and our multi-tier Digital Justice Solution has a superior architecture to that of Sagem Morpho and others.
We are MorphoTrak, bringing together the best technologies from MetaMorpho and Printrak BIS, plus superior French technology for secure credentials and road safety…unencumbered by the baggage that weighs down MorphoTrust.
We are IDEMIA North America, bringing together the best technologies from MorphoTrust and MorphoTrak for ABIS, driver’s licenses, and enrollment, coupled with the resources from the rest of IDEMIA, a combined unbreakable force.
We are Incode, not weighed down with the baggage of the old dinosaurs, and certainly not a participant in the surveillance market.
Add all the different messaging of Bredemarket’s clients, plus my continuous improvement (hello MOTO) of my capabilities, and I will ensure that my content, proposals, and analysis does not trap you in a dead end.
Reducing internal bias at your company
Are you ready to elevate your company with the outside perspective of a biometric product marketing expert?
Let’s talk (a free meeting). You explain, I ask questions, we agree on a plan, and then I act.
Biometric marketing leaders, do your firm’s product marketing publications require the words of authority?
John E. Bredehoft of Bredemarket, the biometric product marketing expert.
Can John E. Bredehoft of Bredemarket—the biometric product marketing expert—contribute words of authority to your content, proposal, and analysis materials?
I offer:
30 years of biometric experience, 10 years of product marketing expertise, and complementary proposal and product management talents.
Success with numerous biometric firms, including Incode, IDEMIA, MorphoTrak, Motorola, Printrak, and over a dozen biometric consulting clients.
How can CMOs serve hungry prospects with expert biometric content?
(Imagen 4)
Biometric product companies offer a tasty mixture of fingerprint, face, iris, voice, DNA, and other biometric hardware and software. These companies employ Chief Marketing Officers (CMOs) responsible for their firms’ inbound product marketing. Hungry prospects devour any content the firm can provide, and the CMOs devour any employee or contractor who can provide the necessary content.
The CMO will appreciate this seasoned quote from Lee Densmer:
“Companies are outsourcing the writing at great expense….[I]t is a heavy lift to make sure daily content for the platform is useful, relevant, and align with your business. Outsourcing doesn’t really work unless the writer really knows your business, is in touch with corporate leaders, and stays on top of trends.”
So if you’re a content-devouring CMO at a biometric company, doesn’t it make sense to contract with Bredemarket’s biometric product marketing expert to serve a delicious dinner of your content needs?
Imagine a Chief Marketing Officer sitting at her desk, wondering how she can overcome her latest challenge within three weeks.
She is a CMO at a biometric software company, and she needs someone to write the first two entries in a projected series of blog posts about the company’s chief software product. The posts need to build awareness, and need to appeal to prospects with some biometric knowledge.
So she contacts the biometric product marketing expert, John E. Bredehoft of Bredemarket, via his meeting request form, and schedules a Google Meet for the following meeting.
At the scheduled time she joins the meeting from her laptop on her office desk and sees John on the screen. John is a middle-aged Caucasian man with graying hair. He is wearing wire-rimmed glasses with a double bridge. He has a broad smile, with visible lines around his eyes and mouth. His eyes are brown and appear to be looking directly at the camera. He is wearing a dark blue collared shirt. While his background is blurred, he appears to be in a room inside his home, with a bookcase and craft materials in the background.
After some pleasantries and some identity industry chit chat, John started asking some questions. Why? How? What? Goal? Benefits? Target audience (which he called hungry people)? Emotions? Plus some other questions.
They discussed some ideas for the first two blog posts, each of which would be about 500 words long and each of which would cost $500 each. John pledged to provide the first draft of the first post within three calendar days.
After the call, the CMO had a good feeling. John knew biometrics, knew blogging, and had some good ideas about how to raise the company’s awareness. She couldn’t wait to read Bredemarket’s first draft.
If you are in the same situation as the CMO is this story, schedule your own meeting with Bredemarket by visiting the https://bredemarket.com/mark/ URL and filling out the Calendly form.
Remember how I warned you that this post was going to read odd? In case you’re wondering about the unusual phrasing—including a detailed description of what I look like—it’s because I fed the entire text of this blog post to Google Gemini. Preceded by the words “Draw a realistic picture of.” And here’s what I got.
Imagen 4. I’m not on the screen, but I like the content ideas.
Imagen 4. With the bookcases. And I’ve never had a beard.Imagen 4. But that’s not blurred.
Bredemarket 