We sell air.
As in… She had an air of confidence.
Want to buy some air? No? It doesn’t cost a million dollars. If you think you don’t need air, try living ten minutes without it. 😀
Go on with no air. We’ll wait.
That’s not the air we are talking about.
How is this applied to business?
Much like we all need air to live and breathe, we need to see this in the brands we believe in and buy. When BinkNyc talks about branding, this is what we mean = your air(s). The Airs you carry as a belief, a promise, whether your business has the confidence or not, your guarantee, your values and giving your customer the quality you want them most to believe in.
It sounds easy to create but it isn’t. That’s the first thing. The second thing is rather than move along the lines of what the business owner wants to portray as their airs, more important is to align these airs along the lines of an available pocket or white space in the given market.
This means you align the values and beliefs with the audience that is most accessible and available and sometimes this doesn’t align with you and who you are and want to be seen.
It’s amazing how many marketing companies are still using techniques from the 1940-1970s to market their clients products or services. Fools!
Then, these marketers have the nerve to wonder why they’re struggling having to work 12+ hours a day. Then, their project fails in the marketplace. They’ve hardly made a couple of bucks after X number of years. By now, it should be getting easier for everyone, and it’s not. The entire culture has changed and what was once considered important to different markets has changed considerably. It’s also getting more difficult for the inept.
THE GOOD NEWS
It’s NOT you or your business. It’s the cultural ecology. And it’s technology. The technology and cultural ecology are inseperable.
It’s changing and not being addressed in the media. Don’t look for answers in The NYTimes or Forbes. Only select neuroscientists, think tanks and very advanced marketers are talking about the big shift and correctly addressing its huge impact on people—usually in hushed tones—usually only in the boardroom.
This revolution is huge from BinkNyc‘s perspective as branders. We as a culture are moving from a focus on the Industrial Revolution to the Information Revolution. And this whole new revolution is going on right before our eyes and under our noses. Once you read what is below, there will be no going back to what was once FACT.
In Queens there are a few folks who have hundreds of yellow medallion cabs. Life was very smooth sailing for a few decades. Medallions cost close to $1,000,000 – 1,500,000. These “few” business owners were making a great living until the newest trend in technology came (Uber) and moving the old yellow cab drivers to much greener pastures in black cars.
Uber’s cars are brand new, they’re black, they’re clean, and it’s taken on an intangible brand experience of a far more personable experience, their “air.” Passengers are posting 100s of videos, sharing stories and doing great peer-to-peer reviews about the interesting driver(s) they have met while riding in Uber. It’s more than a trend. It’s real. It’s real and it’s air.
Are you ready for the most painful part? Uber is now a way cheaper ride. This merges and marries the intangible (air) with the tangible (wallet).
Yellow Medallion cabs will never be able to compete unless a publicist or brander were able to alter the attitude of 80% of the cab drivers.
The likeihood of that happening is nil.
The new Cultural Ecology is here. Here are three examples:
• Facebook destroys traditional media.
They are the largest content provider in the world without generating any actual content. The users generate almost all of the content.
• Amazon destroys 100 to 1,000 of US department stores.
Amazon doesn’t have or manufacture any products. Products go from the click of a web button to your door.
• AirBnb is worth 5Xs more than the largest US hotel chain.
AirBnb doesn’t even own or build any buildings or hotels.
Old school business owners I’ve met are in complete denial of the facts. The feel that this digital Information Revolution is a trend, that it won’t last and that business the way it was 10-20 years ago will return to the way it was. We then say to them “Let sleeping dogs lie.”
Okay… are you ready for the real pain of this new reality? Here is it: None of the traditional industrial companies and attitude are going to make a last minute come back like we saw in the last Superbowl. They are all going ‘bye-bye’.
These industrial Product and Service-based industries are already playing a tougher game than ever before. If they plan on surviving they are going to need to unlearn and relearn the rules of an entirely new game. It’s not only that it is getting tougher, it’s getting impossible to hold onto to old AIRS.
How do we fix this… AIR?
ReBrand your business now before it is too late.
Here’s the question I’ll ask:
“If Harley Davidson CLOSED down all their production factories today, would they still have a brand?”
“If Coca-Cola CLOSED all it’s manufacturing plants, would they still have a brand?”
“If Kate Spade NEVER PRODUCED another bag, would she still have a brand?”
Yes, yes and yes.
You can’t put your finger on the brand but, there is still something there. There is a belief, a value, a promise, people you know and have these things or are fans of one of these brands.
It’s intangible like air. A brand’s true value proposition is its — AIRs. The great part is that brands are air that is predictable and the market audiences that stick to them are predicatble as well.
Again, the air is just a belief. It’s the belief the customer feels when they see, hear or come in touch with a brand. The Air is the intangible and the pull of a brand is magnetic.
“If YOUR Business closed its doors today, what would people remember about your brand?”
That, is the overall question. Maybe you don’t know the answer. That is possible. Most businesses don’t have the answer to this either and they’re dropping out of the picture like flies.
If the answer to your brand is luxury, fine. THE PRICE will tell everyone if it is a luxury item or not. It’s right there right on the price tag. It’s in its Airs. You and I know may know it’s a luxe brand but, do your customers have this Luxury Brand already noted in their heads? They will need to have you AIR in there.
We have a team that knows how to get the brand air in the customer’s heads for you. We consistently get great amazing results for clients that listen and follow the recommendations. The techniques we use draw people to you and your business. You can now begin to soft sell instead of the hard sell. They are draw to you because of your Airs.
You don’t have to go out and find customers. They will want to come and find you.
Before you call.
You are going to ask what we give you. It’s a 25-35 page instruction manual for you and your company. In it you will find all kinds of goodies:
- Research (what you didn’t know that you didn’t know.)
- Competition (sometimes it is not even the industry you think.)
- The Strategy (Thinking five to seven steps ahead instead of two or three.)
- The Market (Where are they spending their money now?)
- “Blank Spaces” in the market (Gaps in the market you can fill.)
- What to say (Differentiation is always in fashion.)
- What to do (5 (small to medium) action steps to start today to rebuild and expand.)
- How to interact (You behavior is your brand. How are you being perceived?)
- The Color Scheme (You will know which colors work better for which audience(s).)
- A Brand Lexicon: (The language you use has a predictable IMPACT on your audience.)
and 8 more critical elements to run your business 300% more profitable than it is running now.
Which kind of pie you would like better:
Let’s start this with a simple conversation. You know our number: (718) 578-6613. Call when you want.
OUR PRICES: The prices are already 100% more than you would have paid this time last year. It will be 500% more in a year from now. Even at a 600% increase the Brand-Air is still worth it.
Additional properties operating under Williamsburg Concierge, LLC:
Advertising and Branding on Steroids and Crack.