Identity/biometrics/technology marketing and writing services
Bredemarket can’t please everyone.
TL;DV (too long, didn’t view): You can’t please everyone, so you’ve got to please yourself. I’m working on a possible future marketing campaign that centers on summer, even though it’s NOT summer in Australia, Brazil, or South Africa. But…that’s OK, since Bredemarket only does business with firms in the United States.
Today is podcast day on my content calendar, and I decided upon a title for my next podcast before I even started recording it.
The title? “All clear for an IPO.”
When I selected that title, I knew that 100% of the listeners would discern that the podcast had to do with some company’s initial public offering.
And I knew that 5% of the listeners would understand the significance of the word “clear” in the title.
And I additionally knew that 1% of the listeners would understand the significant of the word “all” in the title.
If you listen to the podcast episode, you’ll understand the significance of these two words, if you didn’t already know their significance.
This is an example of a marketing message that works at multiple levels. Some people will take the title at face value, while others will discern deeper information.
Personally, a lot of my writing is like this, with dense links to illustrative material and occasional phrases that have multiple meanings.
But what happens when a marketing message has multiple meanings and the marketer doesn’t know it?
I am a lover of comedy, and one of my favorite comedy groups from the 1980s is the Pet Shop Boys. Now you might think of the Pet Shop Boys as a music group, but you’re wrong. The duo is actually an accomplished comedy group, with their comedy present in their musical, visual, and lyrical output.
Musically, seek out the Pet Shop Boys’ recording of “Always on My Mind” and compare it to, for example, Willie’s version. Tongue is firmly in cheek here.
Visually, I can sum things up in two words: Chris Lowe. While Neil sings away in videos or in concert, Chris has perfected the fine art of standing there.
“We had a video director once who said I stood still very well,” Chris informs me proudly. “It’s not easy, you know. A lot of people can’t do it. It’s an art form.”
And how about those lyrics? On the surface, songs like “Opportunities” sound like the lyrics came from a Thatcherite manifesto, but anyone who was aware of the currents in United Kingdom politics in the 1980s would obviously know that the Pet Shop Boys didn’t really mean that. Right?
Well…
I wonder how many Allstate insurance customers are singing along with a song dripping with sarcasm.
However, I suspect that Neil and Chris enjoyed making a quick pound off of an American insurance company. After all, they got lots of money in return.
…the duo’s U.S. Top 10 “Opportunities (Let’s Make Lots of Money)” has entered (Billboard) magazine’s Dance/Electronic Digital Song Sales chart at No. 5, after appearing in an ad for Allstate Insurance that aired during Super Bowl LV…
Remember my post that discussed the tone of voice that a company chooses to use when talking about the benefits of the company and its offerings?
Or perhaps you saw the repurposed version of the post, a page section entitled “Don’t use that tone of voice with me!”
The tone of voice that a firm uses does not only extend to benefit statements, but to all communications from a company. Sometimes the tone of voice attracts potential clients. Sometimes it repels them.
For example, a book was published a couple of months ago. Check the tone of voice in these excerpts from the book advertisement.
“That’s not my fingerprint, your honor,” said the defendant, after FBI experts reported a “100-percent identification.” They were wrong. It is shocking how often they are. Autopsy of a Crime Lab is the first book to catalog the sources of error and the faulty science behind a range of well-known forensic evidence, from fingerprints and firearms to forensic algorithms. In this devastating forensic takedown, noted legal expert Brandon L. Garrett poses the questions that should be asked in courtrooms every day: Where are the studies that validate the basic premises of widely accepted techniques such as fingerprinting? How can experts testify with 100 percent certainty about a fingerprint, when there is no such thing as a 100 percent match? Where is the quality control in the laboratories and at the crime scenes? Should we so readily adopt powerful new technologies like facial recognition software and rapid DNA machines? And why have judges been so reluctant to consider the weaknesses of so many long-accepted methods?
Note that author Brandon Garrett is NOT making this stuff up. People in the identity industry are well aware of the Brandon Mayfield case and others that started a series of reforms beginning in 2009, including changes in courtroom testimony and increased testing of forensic techniques by the National Institute of Standards and Technology and others.
It’s obvious that I, with my biases resulting from over 25 years in the identity industry, am not going to enjoy phrases such as “devastating forensic takedown,” especially when I know that some sectors of the forensics profession have been working on correcting these mistakes for 12 years now, and have cooperated with the Innocence Project to rectify some of these mistakes.
So from my perspective, here are my two concerns about language that could be considered inflammatory:
Of course, it may be near to impossible to have a reasoned discussion of forensic and police techniques these days. And I’ll confess that it’s hard to sell books by taking a nuanced tone in the book blurb. But if would be nice if we could all just get along.
P.S. Garrett was interviewed on TV in connection to the Derek Chauvin trial, and did not (IMHO) come off as a wild-eyed “defund the police” hack. His major point was that Chauvin’s actions were not made in a split second, but in a course of several minutes.
I had a really good post planned for today.
While I’m not a big creator of video content, I can certainly appreciate good content, and I planned to share some excellent video content with you.
There is a mobile car washing service in my hometown of Ontario, California. Now videos of mobile car washing are more exciting than videos of…well, videos of writers writing, but not by much. So if you want to grab someone’s attention, you have to put entertaining content into a mobile car washing video.
(No, not that.)
So this local mobile car washing service posted a video on TikTok that began with the service washing…a kid-size vehicle.
Completely cute and entertaining, so I decided to share it from the TikTok app to one of my Facebook groups, and then decided that I wanted to write a blog post about it.
So I went to share the video from the TikTok web page to this blog, and was told the video was not available. I investigated further, and found this on the account page.
Yes, you read that right – a COMPANY’S TikTok account is PRIVATE.
I went back to my TikTok app, navigated to the account, and confirmed that the video was still there (for those of us who were logged in and following the account) and that hundreds of people have seen it.
But I can’t share it with you, nor can I share any of the company’s other videos, which are restricted to “Followers only.”
But trust me, it was a really cute video.
From my years in proposals, and from my time working to secure contracts for Bredemarket, I’ve had a lot of experience with win/loss situations. Often we compete for things, and we usually either win the things, or lose them.
But sometimes things are a little more complex. Take the example of my first three Bredemarket opportunities. At the time I wasn’t trying to win independent consulting contracts; I was trying to secure full-time employment. I’ve told the story before, but here’s a brief version of the story as a set of win/loss experiences.
| Company | Did I get the job? | Did I get a consulting contract? |
| Company #1 | No, I wasn’t trying to get a job with this company. The head of the company approached me for consulting work. | Yes, I got a consulting contract. (Actually multiple contracts.) |
| Company #2 | No, I didn’t get the job. | Yes, I got a consulting contract. |
| Company #3 | No, I didn’t get the job. | No, I didn’t get a consulting contract. (Yet.) |
In terms of job offers, I got exactly zero job offers from these three companies. But I did get consulting contracts from two of the companies. So as a true marketing professional, I will officially declare a 67% win rate, unless I want to round it up even further and declare a 70% win rate.
But throughout my experiences, I’ve found that I’ve learned a lot from the losses. I’ve told a number of stories in this regard, but today I’m going to share a story that I haven’t shared publicly until now. So gather round while I tell my story. (No pranking.)
Once I was competing for an opportunity to market two products for a firm. The two products competed in markets that were outside my identity (biometrics / secure documents) comfort zone, so I had to do some cramming to learn about the products and their markets. As I crammed, I discovered three “opportunities to excel,” or what some people refer to as “challenges.” Or “land mines.”
Anyway, despite my cramming sessions on these two products and their respective markets, I did not win the opportunity to market these two products for the firm. Someone else got that opportunity. (I never even got to show off my cramming knowledge, which is probably just as well.)
So now I can sit back and watch how the winner will take advantage of these opportunities to excel. Since the firm now has someone who can market these two products, I expect that we will all hear more about them soon.
But what did I personally learn from this experience?
Fourth…as I was trying to find a good illustration for “cramming” for this post (as you can see, I didn’t), I discovered an alternate term for cramming: swotting.
Marketers know that the acronym SWOT can also refer to Strengths, Weaknesses, Opportunities, Threats.
SWOT analysis is a technique to size up a product, a market, or a company.
Ironically, I didn’t perform any SWOTting while I was swotting.
TL;DR – No, but.
But for the rest of you who want to consider the question for a couple of minutes…
Life is messy. It’s easy to look around and find examples of ways in which people do things incorrectly. “If only people did things rationally,” you might think to yourself, “these problems would be avoided.” So some desire rational solutions, such as those that could be provided if engineers ruled the world.
In 2016, Global Construction Review asked the question “Should engineers rule the world?” But before I look at the possible answers to that question, let me share a couple of anecdotal stories.
Years and years ago, I worked for company that prided itself on being run by engineers, and having an engineering mindset. For this company, that meant that it exerted great effort to design technically superior solutions. Since I am not an engineer, I was therefore able to observe from the sidelines as the company designed and (after some time) released a product that was a technical marvel. There was only one problem: the product was so expensive that no one would buy it.
That same company had designed another technically superior product, but this one was priced reasonably enough that people throughout the world would buy it…except in the United States. There were established competitors in the United States, and it would take a great effort to displace them. From my vantage point in the US, I asked the product people an apparently simple question: why should US customers choose our company’s product rather than the competitors’ products? Apparently my question “did not compute” with the product people, because I never got an answer to my question. I guess they expected the US customers to be dazzled by our product’s obvious superiority or something.
Now that I’ve gotten those two anecdotal stories out of the way, let’s return to Global Construction Review’s question: “Should engineers rule the world?” The article begins by citing an example in which application of engineering principles at the outset could have prevented a catastrophe later on.
Take the Syrian civil war, for instance. In a paper published last year in the Proceedings of the National Academy of Sciences, Colin P. Kelley and co-authors proposed that a record-breaking drought in northeastern Syria between 2007 and 2010 caused the sudden migration of 1.5 million poor farmers into cities, setting the scene for the widespread unrest that erupted into outright revolt in early 2011.
The thinking, of course, is that if the drought had been minimized or averted through the timely application of scientific principles, the migration would not have happened, and the resulting unrest would not have happened.
So the question about engineers ruling the world was posed to several thinkers, beginning with Tim Chapman, described as the leader of an infrastructure group. Chapman began by observing that politicians concentrate too much on the short term, while some others concentrate too much on the long term.
Engineers are able to bridge this gap. A world run by engineers would be more planned, more strategic, more organised.
But Chapman wasn’t willing to hand the engineers the keys to everything. While he wanted them at the table, he noticed one drawback that engineers need to overcome.
But engineers also need to change, too, if they are to sell their answers to a sceptical world. They need to be better story-tellers who bring society along with them, rather than trying to impose solutions.
Some of the other people interviewed in the article echoed the thought that engineers should be at the table, but no one was willing to let them be the sole arbiters of what is best.
Oddly enough, or perhaps not so oddly, there was one word that I was unable to find in the article.
That word was “listen.”
It’s fine for engineers to be able to tell the story of why a solution should be adopted, but it’s also necessary for engineers to be able to listen to the people who may or may not benefit from the solution. Perhaps the proposed solution is too expensive (see my first anecdotal example), or perhaps existing solutions are perfectly fine (see my second anecdotal example). Or perhaps the solution goes against a group’s most important cultural values; while foreigners are often baffled by Americans’ resistance to government dictates, the fact remains that American history has influenced us to resist such dictates.
So while engineers should be heard, they shouldn’t rule the world.
Marketers should rule the world.
Am I right?
I was performing some website maintenance this afternoon, and decided to add a page dedicated to Bredemarket’s services for identity firms. I was trying to think of an introductory illustration to go with the page, since the town crier can only go so far. So, claiming fair use, I decided that this image made perfect sense.
Now while use of the “Who Are You” album cover on a Bredemarket identity page makes perfect sense to me, it may not make sense to 6.9 billion other people. So I guess I should explain my line of thinking.
The link between human identification and the song “Who Are You” was established nearly two decades ago, when the television show “C.S.I. Crime Scene Investigation” started airing on CBS. TV shows have theme songs, and this TV show adopted a (G-rated) excerpt from the Who song “Who Are You” as its theme song. After all, the fictional Las Vegas cops were often tasked with identifying dead bodies or investigating crime scene evidence, so they would be expected to ask the question “who are you” a lot.
Which reminds me of two stories:
So this song (and other Who songs for the CSI spinoffs) is indelibly associated with police crime scene work.
But should it be?
After all, people think that “When a Man Loves a Woman” is a love song based upon its title. But the lyrics show that it’s not a love song at all.
When a man loves a woman
Down deep in his soul
She can bring him such misery
If she is playin’ him for a fool
So are we at fault when we associate Pete Townshend’s 1970s song “Who Are You” with crime scene investigation?
Yes, and no.
While the “who are you” question has nothing to do with figuring out who committed a crime, it DOES involve a policeman.
This song is based on a day in the life of Pete Townshend….
Pete left that bar and passed out in a random doorway in Soho (a part of New York). A policeman recognized him (“A policeman knew my name”) and being kind, woke him and and told him, “You can go sleep at home tonight (instead of a jail cell), if you can get up and walk away.” Pete’s response: “Who the f–k are you?”
Because it was the 1970s, the policeman did not try to identify the drunk Townshend with a mobile fingerprint device linked to a fingerprint identification system, or a camera linked to a facial recognition system.
Instead, the drunk Townshend questioned the authority of the policeman. Which is what you would expect from the guy who wrote the line “I hope I die before I get old.”
Speaking of which, did anybody notice that on the album cover for “Who Are You,” Keith Moon is sitting on a chair that says “Not to Be Taken Away”? Actually, they did…especially since the album was released on August 18, 1978 and Moon died on September 7.
While Moon’s death was investigated, no crime scene investigators were involved.
When Arizonan Carl Hayden first joined the U.S. House of Representatives, a fellow Congressperson advised Hayden, “If you want to get ahead here, you have to be a work horse and not a show horse.” When Hayden became a U.S. Senator, he dispensed the same advice to incoming colleagues.
But it doesn’t just apply to U.S. Senators.
I thought of this “workhorse/showhorse” distinction last night. It was Valentine’s Day, and I was driving in the dark to pick up some pizza that we had ordered to mark the day. No, that wasn’t’ my Valentine’s Day present; my wife had already received chocolate-covered strawberries.
No, not THOSE chocolate covered strawberries. She got some REAL ones earlier in the day.
So anyway, I was driving back home in the dark after picking up the pizza and noticed something odd. Somewhere out there in the darkness, there were all these glittering tiny lights. I thought to myself, I will turn aside to see this great sight, why the tiny lights glitter.
It turns out that there was a guy, standing next to his van, holding glow-in-the-dark hearts that he was selling.
I didn’t stop, and I didn’t buy. (And I didn’t take a picture, because I knew it wouldn’t turn out well.) But as I was driving home I thought about the guy. And two things came to mind.
First, I doubt that the guy was out selling his products by his van earlier in the day. Why not? Because they wouldn’t look that good early in the day. They would look much better in the dark, in a parking space away from any store or street light. Buyers would then be attracted to his product, like moths to a flame. (Actually, moths probably aren’t attracted to flame. But I digress.)
Second, I realized what would have happened if I had succumbed to the urge to buy one of these glow-in-the-dark hearts from the guy, and if I had taken it home and brought it in the house.
The challenge that faces any provider is to provide a service that not only looks good when you buy it in the showroom, but also looks good when you put it to work in the workroom. Now there are certainly some providers who are more than happy to take the money and run, but most providers seek to provide long-term customer satisfaction, which is key to getting repeat business and references.
After all, if you go to a car showroom in California and buy a used car, you have the option to buy a contract that allows you to return the car within two days. So if that used car looks great in the showroom but is unsatisfactory when you drive it off the lot, the used car dealer loses that sale, and perhaps loses any future business from you and your friends. Many businesses, such as Amazon, offer similar policies that allow returns under certain circumstances.
Perhaps I’m making assumptions, but I’m guessing that the guy in the van in the dark didn’t have a return policy. It’s not economically feasible in his business.
And now I’m hungry for chocolate covered strawberries. But I’ll probably just get M&Ms and Welch’s fruit snacks.
Remember my goal number two, “pursue multiple income streams”?
Well, I was updating my profile on one of my “intermediary services” today, and I thought that I’d list my Bredemarket 400 Short Writing Service and my Bredemarket 2800 Medium Writing Service on that service’s profile.
It turns out that when you add services to your profile, you need to include images along with the listing.
Adding images to these service descriptions should be easy, I thought. After all, I don’t need to create the images myself, I just need to have a good (and royalty-free) concept. Piece of cake.
TL;DR: it wasn’t. So far I have only been partially successful. If you have any suggestions after reading my story, feel free to add them to the comments on this post.
For my Bredemarket 400 illustration, I didn’t have permission to cite any of the blog posts that I’ve written for my clients, so I posted an image from one of my own blog posts instead.
I already had a picture that I could use to illustrate the Bredemarket 2800 Medium Writing Service.
So I uploaded these pictures to the IS.
In this case, “IS” stands for “intermediary service.” It’s good to define your acronyms; otherwise, you might think that I was referring to the Input Station 2000. (OK, you probably wouldn’t think that.)
The IS replied to both of my picture uploads with a message that indicated that I didn’t RTFM. I’m not going to define that acronym for you. If you don’t know what RTFM is, Google or Bing or DuckDuckGo it yourself.
You see, I thought it was a GREAT idea to illustrate my writing services with…well, with writing. But if I had RTFM, I would have realized that was the WORST thing I could have done.
Your project requires revisions before it can be approved because the images included do not adhere to our project guidelines. Specifically:
Image contains excessive text. For certain types of work, it is necessary and relevant to include images with text. However, this should be kept to a minimum and the images should be clear.
So I was trying to think of an image with minimal text that I could use to illustrate my writing services.
And that’s when a song popped into my head.
I wish that I could say that the song in my head was a profound and meaningful song, like Freur’s “Doot Doot.” But sadly, the song in my head didn’t convey the universal truths that Freur’s masterpiece did.
In fact, I couldn’t even remember all of the lyrics of the song that was now stuck in my head. All I could remember was the chorus.
All the people gonna come to Portland
All the people gonna come to Portland
All the people gonna come to Portland
All the people gonna come to Portland
And it’s probably just as well that I couldn’t remember the rest of the lyrics, because this was a song that I wrote myself many years ago, when I was in college in the city of…guess. (Hint: the town is not in the state of Maine.)
I could remember the title of the song, though: “Town Crier.”
The title caught my attention, because town criers catch attention, because they have to. The Wikipedia article on the town crier explains that a town crier “was used to make public announcements in the streets.”
Prior to widespread literacy, town criers were the means of communication with the people of the town since many people could not read or write. Proclamations, local bylaws, market days, adverts, were all proclaimed by a bellman or crier.
https://en.wikipedia.org/wiki/Town_crier
People are literate today for the most part, but there’s so much cacophony surrounding us that sometimes extraordinary means are required to deliver important messages. I’m not suggesting that it is a good marketing practice for people to SHOUT AND WEAR ELABORATE ATTIRE, but you need some mechanism to get people to read your message.
And that’s what Bredemarket strives to do.
So I began to think that the image of a town crier would be just the thing to submit to the IS. And as it turned out, that Wikipedia article included a public domain image of a town crier, taken from an old, old postcard.
So I submitted that image to the IS and waited for a response.
And I got a response a few hours later, stating that my Medium Writing Service image had been…rejected.
Image is not related to the service being offered
I guess my “town crier” representation of my writing service was a little TOO subtle for the IS reviewer’s taste.
So I wondered if there were a better image to illustrate my writing services, since written text was apparently forbidden, and esoteric conceptual illustrations were also forbidden.
Unfortunately, the only idea that came to me was an image of two appropriately diverse people, smiling while looking at a piece of paper.
You know, something from the canned stock images that I detest so much. Note to the reader: using canned stock images to illustrate your marketing materials does NOT make you stand out from the competition.
And by this point I was married to my “town crier” idea anyway, and began thinking that if I actually referenced the words “town crier” in my description of my service, then the picture might become amazingly appropriate after all and would pass IS review.
I became more attracted to the “town crier” concept when I received a message a few hours later from the IS regarding my Short Writing Service.
Congratulations! Your project has been approved.
So, let’s recap.
Obviously the descriptions were sent to two different approvers at the IS. Or perhaps the same approver saw both descriptions, and finally figured out my subliminal meaning when he or she read the description for the second submission.
So I decided that I would add a reference to the “town crier” to the unapproved description. And while I was at it, I figured that I’d add the same reference to the description that was already approved, in case another reviewer looked at the description later and didn’t like the image.
But I wasn’t going to do anything that evening. I decided I’d sleep on it.
And as I was sleeping, a new idea popped into my head.
Since I had the opportunity to change my Medium Writing Service image anyway, perhaps I could select an image that was similarly themed to the “town crier” image. This would help distinguish the two services from each other a little bit., while emphasizing their commonality.
Ideally, the new image had to have an “old” feel to emphasize that commonality.
I wondered if a picture of (old) books from a library would do the trick. After all, if you post white papers and case studies on your business website, the documents serve as a “secret salesperson” to continue promoting your message, even when you’re not around.
So I found this image.
This worked for me. So I proceeded as follows:
And now I waited to see if the new, improved (WITH EXTRA WORDS!) description of my Medium Writing Service would be approved by the IS.
And…the new submission was rejected.
Project category chosen doesn’t match the description or images
Because the IS doesn’t have a “white paper” category, I listed my Medium Writing Service under the “case study” category. However, my guess is that it doesn’t matter whether I use “case study” or “white paper” as my product category.
So, how do I illustrate a case study if I can’t show a literal case study?
Do I need to explicitly talk about case studies more frequently in my textual description?
At this point, I’m just going to sleep on it some more. Although if you have any suggestions, feel free to add them to the comments on this post.
And the exercise wasn’t a complete failure. Even though the Medium Writing Service remains unapproved, my Short Writing Service is now listed on the IS website, and I’ve made improvements to my Bredemarket web page and my Facebook page. Multiple wins for me; I get a cookie.
I’ll provide an update if I revisit this.
If you love “Doot Doot,” there’s an extended six minute version.
And is it just me, or is the ending of the song a little reminiscent of “The Boxer”?
How many of us keep on doing the same thing, but just use different tools to do it?
For example, I am going to provide four examples of ways…I mean, for example, I am going to list four ways in which I have disseminated identity information to various internal and external audiences over the last fifteen years. Three of these methods had restricted access and some are no longer available, but the last one, Bredemarket Identity Firm Services, is publicly available to you TODAY.
You can get to this information source in ten seconds if you like. If you’re a TL;DR kind of person, click here.
For the rest of you, read on to see how I used COMPASS (most of you haven’t heard of COMPASS), SharePoint (you’ve heard of that), email (you’ve definitely heard of that), and LinkedIn (ditto) to share information.
For the first identity information source, let’s go back about fifteen years, when I was a product manager at Motorola (before The Bifurcation). Motorola had its own intranet, called COMPASS, which all of us Motorolans would use to store information except when we didn’t.
Using this intranet, I created a page entitled “Biometric Industry Information,” in which I pasted links and short descriptions of publicly-available news items. I’m not sure how useful this information source was to others, but I referred to it frequently.
Eventually Motorola sold our business unit to Safran, and “Biometric Industry Information” was lost in the transition. For all I know it may be available on some Motorola Solutions intranet page somewhere, though I doubt it.
The second identity information source was created a few years later, when I was an employee of MorphoTrak. Two things had changed since the Motorola days:
So when I recreated my Motorola information source, the new one at MorphoTrak was a Microsoft SharePoint list entitled “Identity Industry Information.”
Again, I’m not sure whether others benefited from this, but I certainly did.
The third iteration of my information source wasn’t created by me, but was created about a decade ago at a company known as L-1 Identity Solutions. For those who know the company, L-1 was a conglomeration of multiple small acquisitions that provided multiple biometric solutions, secure document solutions, and other products and services. Someone back then decided that a daily newsletter covering all of L-1’s markets would be beneficial to the company. This newsletter began, and continued after Safran acquired L-1 Identity Solutions and renamed it MorphoTrust.
MorphoTrust and my company MorphoTrak remained separate entities (for security reasons) until Oberthur acquired some of Safran’s businesses and formed IDEMIA. In North America, this resulted in the de facto acquisition of MorphoTrak by MorphoTrust, and some significant shifting in organizational charts and responsibilities.
As a result of these changes, I ended up taking over the daily newsletter, tweaking its coverage to better meet the needs of today, and (in pursuit of a personal annual goal) expanding its readership. (This email was NOT automatically sent to everyone in the company; you had to opt in.)
Now some may believe that email is dead and that everyone should be on Volley or Clubhouse, but email does serve a valid purpose. As a push technology, emails are provided to you every day.
OK, every five seconds.
But modern email systems (including those from Microsoft and Google) provide helpful tools to help you manage your email. This allowed people to prioritize their reading of my daily newsletter, or perhaps de-prioritize it.
Two years later IDEMIA underwent another organizational change, and I was no longer responsible for the daily newsletter. Last I heard, the daily newsletter still continues.
Eventually I left IDEMIA and started Bredemarket, and the identity industry became one of the industries that I targeted for providing Bredemarket’s services. To build myself as an identity industry authority, and to provide benefits to identity industry firms, I needed to market specifically to that segment. While my online marketing outlets were primarily focused on my website, I was also marketing via LinkedIn and Facebook. My LinkedIn marketing was primarily though the Bredemarket LinkedIn company page.
In late November, I decided to create a LinkedIn Showcase page entitled Bredemarket Identity Firm Services. While the page was initially created for other reasons, I eventually settled into a routine of sharing identity industry information via the page.
Like I’ve done one thousand times before.
I’m trying to add new content to Bredemarket Identity Firm Services on a daily basis. It’s primarily content from other sources, but sometimes my own content (such as this post) will find its way in there also. And, as in the example above, I’ll occasionally include editorial comments on others’ posts.
So if you’re on LinkedIn and would find such content useful to you, go to the showcase page and click the “Follow” button.
P.S. I have a technology showcase page also.
Bredemarket