Identity/biometrics/technology marketing and writing services
The latest iteration of a prior video.
If you’re ready to finish the project, set an appointment to talk to me at https://calendly.com/bredemarket/content.
If you want to learn more, visit (before December 31!) https://bredemarket.com/2026/09/25/how-will-you-finish-that-project/.
Who is Bredemarket? I know.
Book that meeting with Bredemarket. https://bredemarket.com/watch-book/
Considering the right consultant for your biometric firm often comes down to a single, make-or-break dynamic: biometric domain fluency.
But that’s just a fancy phrase for knowing what you’re talking about.
Consider what happens when a product marketing consultant at a biometric firm does NOT possess biometric domain fluency.
Imagine that you’re writing your first blog post for a biometric company. So you figure you’ll get educational by telling your prospects how “Gender Shades” identified huge accuracy problems, but your firm’s facial recognition algorithm has overcome them.
Congratulations, novice. You just mixed two distinctly different things up.
I’ve addressed this before, but I’ll address it again. Do you know why that old study was called “Gender Shades”? Because it tested algorithmic ability to recognize gender and race. That is facial ANALYSIS (or categorization), not facial RECOGNITION (or individualization). The National Institute of Standards and Technology (NIST) draws a clear distinction between the two. And if you use a high-quality facial recognition application, the gallery of possible matching candidates may have a white woman next to a black man…because the facial recognition algorithm DOES NOT CARE about gender or race.
And that’s just one example of how someone who doesn’t know biometrics can make a grievous mistake that repels a firm’s prospects.
Before I launch into this, let me explain that there are a number of reasons why a firm may lose a proposal.
Here I want to talk about something different: getting the answers wrong.
Let’s say you’re tasked to answer a question about submitting your fingerprints at 500 pixels per inch (ppi). But you want to get some extra evaluation points, so you write this:
“The Super Duper Ridger fingerprint reader EXCEEDS THE REQUIREMENT by capturing fingerprints at 1000 ppi.”
Congratulations, novice. You’re non-compliant.
Granted, latent fingerprint examiners LOVE higher resolution tenprints and latent prints where they can see the finer detail. But for everyone else, high resolution prints can potentially cause huge problems. Longer time to display images on the screen. Longer network transmission time and higher network bandwidth. Oh, and four times as much storage space. If the agency specifies 500 ppi, they mean what they say.
You have to know your biometrics to answer the questions properly.
Sometimes, product marketing consultants need to strategically analyze the market. Or the products in the market. Or the competitors who sell the products in the market. Analysis is a minefield in which an inexperienced person can get blown up.
Let’s say you’re asked to identify the leading facial recognition algorithm providers for U.S. intelligence community agencies. Now you, being a smart person who knows the difference between face recognition and face analysis, hone in on NIST’s Face Recognition Vendor Test (FRTE) collection. You go to FRTE 1:N, identify the specific test that best meets the needs of the intelligence community, and sort the list with the most accurate algorithms at the top. You then report results for all the leading vendors…including CloudWalk, Megvii, and SenseTime.
Congratulations, novice. The firm that contracted with you will NEVER get intelligence business.
All three of the firms I mentioned are Chinese firms. Just because NIST or the FBI tests an algorithm doesn’t mean that U.S. agencies will buy it. For legal and practical reasons, the CIA is not going to install a Chinese algorithm on one of its systems.
No point in performing a competitive analysis on firms that will never compete in your markets.
You can avoid these problems by contracting with a product marketing consultant who offers biometric domain fluency.
Such as Bredemarket.
My wife passed by me while I was drafting this post, and when I told her I was writing about biometric domain fluency, she was not impressed.
Then again, she is not an identity marketing leader.
But if YOU are an identity marketing leader, consider Bredemarket for your consulting needs.
Learn about what I can do for your firm and schedule a free meeting.
Now that I spent most of the day promoting my new 15 second pitch video, I created a NEWER one.
(10/28/2026: and the one below is even newer.)
https://bredemarket.com/watch-book/
The big difference is that it directs you to a new, friction-reducing landing page, “Watch a 15-Second Pitch, Book a Free 30-Minute Meeting.” On a single page you can watch the video, learn more, and book a meeting with me. I like click reduction, and so will you.
It will take about a week until I flush things through the system—some previously scheduled posts may reference the old landing page, and some previously scheduled videos DEFINITELY reference the old page. But eventually things will get back to normal.
Unless I create a new landing page tomorrow.
(9/27 later in the day: this pitch video is already out of date. See the newer one at https://bredemarket.com/watch-book/.)
If you want to learn about Bredemarket’s services, its process, and its pricing in 15 seconds…watch this.
(Outdated and removed.)
If you have more than 15 seconds, you can get additional information and book a free meeting at https://bredemarket.com/mark/.
As an aside: if you want to know how I hacked last year’s 90 second pitch down to 15 seconds, here’s the story.
Late last year I developed a video entitled “Bredemarket: Services, Process, and Pricing.” You don’t have time to sit through a 90 minute timeshare presentation, do you? So I developed a 90 second Bredemarket pitch, including the pricing, so that you know in less than 2 minutes whether you can afford me or not.
In other words, Johnny got wordy again.
I’ve done this before, when my team developed 4+ page competitive analyses and I called them “battlecards.” Heck, that’s a WAR card.
In the same way, something that is 90 seconds long isn’t a “pitch.” It’s an entire at bat.
So I trimmed. So long, wildebeests. Farewell, Seven Questions. Auf wiedersehen, review cycle lengths. Goodbye, fluff.
And got it down to 30 seconds.
With my ska slop song. Keep moving!
Now that seems reasonable…except that Major League Baseball changed its rules regarding pitch length. With no runners on base, a pitcher only has 15 seconds to deliver. Not 30. And definitely not 90.
Forget trimming. Time for the hacksaw.
So I hacked more things. My biometric product marketing expertise. Mention of most of my packages.
And ended up with this.
(9/27 later in the day: this pitch video is already out of date. See the newer one at https://bredemarket.com/watch-book/.)
This may be the limit. I don’t think I can cover all three topics in 5 seconds.
If you have more than 15 seconds, you can get additional information and book a free meeting at https://bredemarket.com/mark/.
Who is…
Because why not?
So I just created a “Stillstands” playlist on YouTube: https://youtube.com/playlist?list=PLAN5dDIxeBFY
And I thought I might as well reproduce it here.
The message is the same. Stagnation is bad. But Bredemarket acts.