Preparing for the Information Revolution.
by Breuk Iversen
Table of Contents
Foreword: Dick Raboy
“Breuk Iversen is the most enterprising, entrepreneurial young man I have ever met in my 43 year career in advertising.
His training says he is a designer like a million other designers, some better than he, some not as good. But his mind says he is a one-of-a-kind dynamo — an ever flowing font of new ideas.
Not all his ideas result in successful businesses. But enough of them do to keep his life ever interesting, ever challenging, ever fun.
And his boundless energy keeps the work coming out on call.
Even the name of his design firm when I first met him in the office suite across the hall from mine — Disciplined Beauty— speaks to his uniqueness.
After a lifetime in the business, Breuk redesigned my resume and it is a beauty I’m proud to have represent and introduce me to prospects.
I hope this letter helps to persuade you to employ Breuk at any cost. You’ll be better for it.“
— Dick Raboy (2003)
While the number of many mysteries that elude us in today’s business environment, there are also as many mysteries that won’t escape our awareness, even when they are right before our eyes. A new awareness can happen through our experience(s) with a critically discerning mind that collects these experiences and returns with an understanding of the way things actually do work and benefit us.
Even after 13 years of reading every thing I could get my hands on regarding advertising and design, I was still admittedly bewildered. The art and craft of design and advertising sometimes alludes ever the best designers, marketers and admen. There is a way to capitalize on the shifts through a particular pair of lenses. It isn’t as arbitrary as it seems once you know what to listen and look for. The purpose of this book seeks to prepare you to anticipate changes a year or two and advance and stay relevant.
How it happened for me
I sought to hone my design, advertising and copywriting still set backed with smarter insight, real data, better accuracy and an accentuated clarity. I had designs and ads and couldn’t tell the clients how well they would do or what their Return On Investment might end up being. This search for the ultimate answers and system went from one year, to two, to three and then to 10 years. I truly believed there was a way to uncover a more effective approach to the noble art of great advertising, copywriting and brilliant art direction that would return a clients investment.
I’ve found the solution and now understand a way to do this for nearly every client. Not, a solution, but THE SOLUTION.
It almost always requires an alteration of the way they and you as look at their business. You as their designer, social media marketer, Instagramer, adman, may want to try on these glasses because what I will show you are a set of keys to unlocking the Neuropeptides which control and manage all human default patterns. Or as I like to call it, THE NEUROCHEMICAL.
As with many noble causes one may reach for in the world, prior to all transformation, there needs to be an awareness first. It is in inspiring this awareness followed by a transformation that is the overall topic of this book.
Think of a combination lock which you turn a dial. It is the combination of numbers, in a certain order that suddenly click the lock open. If you are missing one of the numbers, does the lock open? No. The same is true of this Neurochemical system. It is no different.
How did I stumble across this?
I was seeking order in the chaos, metrics on the mayhem of image and copy messaging. I was seeking awareness and I was seeking an amazing transformation. The questions were: “How can I prove beyond the shadow of a doubt that the written campaigns and graphic I produce with provide clients with a delivered promise—a sure way to achieve a measurable result?”
The First 4 Years
I explored the body first, a healthier diet, whole foods, natural organic fruit and vegetables for a greater level of energy and clarity of the mind. I had explored the physical and martial arts Kung Fu, U-sing I, Tai Chi, Bagua and a lot of Yoga. It hadn’t made me a better designer or a better creative director, copywriter or advertiser. It improved my energy level and confidence.
I explored ancient and modern healing modalities from Acupuncture to Tui Na massage, meditation and even ayahuasca. I explored Feng Shui, ancient Chinese culture, Gods of Egypt, pyramids, sacred geometry, tarot cards, neurolinguistic programming, hypnosis, magic, UFOs and the occult. I explored many of the ancient esoteric arts masonic order and applying them to advertising and design but nothing would prepare me for what happened next. All was to no avail until one day I got a call.
I knew the the last thing for me to do was to explore the mind. I also had no idea where to start this and hardly had any well-versed acquaintances in my network to teach and learn through extended conversations.
The call was from a woman named Helen Kramer. She was asking for my help to advance and expand her therapy practice through marketing or advertising based on a recommendation through a mutual colleague. In other words, she wanted more clients and better retention. The first problem she had was an ethical one. She had perfected her practice to the point that whatever problem someone had, she was able to heal them without pharmaceuticals or any medications.
She had a honed system and within three minutes into our conversation, the goosebumps which had suddenly covered my entire body, were all the indicators I needed. I listened as she spoke.
The description of her practice was not only understand the mind but, alluded to a deeper spiritual path and truly understand and how pain and pleasure all works. It was the missing piece of the body, mind and spirit I needed to complete the body mind spirit tryptic.
She explained: “As much as we have advanced as a species, the chemicals released in our brain are very similar to the chemicals released thousands of years ago. We understand the fight and flight response but seldom understand what to do about it.” My jaw was dropped and open. I remember looking out at the brick wall of the large patio of my East Harlem apartment with tears beginning to well in my eyes—tears and physical goosebumps. It was love at first listen.
She paused and asked what I thought. “That is it,” I said in a barely audible voice winded from the goosebumps and sudden lack of oxygen in my lungs. We set up a meeting two days later.
I now had a great place to start for the MIND portion of this search. It was a cutting-edge perspective and modality and on the cusp of a new type of therapeutic healing movement. She was a certified psychotherapist who had abandoned her license because she saw that the medications seldom worked. Her deep desire to honestly help people through their problems and issues were met with close an upwards of 90+% ratio.
I would work with her for several month to help with her cutting-edge method of therapy. She was doing this before the more recent findings through the use of MRIs were unraveling the mysteries of the mind. What I was inspired to learn through Helen set me on a new pathway to approaching design and advertising to further help my clients and eventually, myself.
I knew the mind was the next refuge to explore in the body, mind, spirit tryptic. I bought some books and began to exploring but hadn’t had an expert or well-versed client or friend who I would engage in conversations or speculate with answers to questions. I wanted have the points memorized and more deeply embedded in my own mind. I set to explore some of the amazing variables to survey and test the theories. The greater understanding of a thing that always coincides with applied experience, application, and testing. Helen would be my mind pilot. I was in for a ride. Now you are too. Welcome.
Through what I learned and applied over the last ten years is a measurable system toward building successful companies. I’ve tested the theories enough to know they work. One way that we advanced researchers know this is to understand (phenomenological) Bracketing and taking good care to NOT mistake the testing phases in a type of delusional form of Confirmation Bias.
There are patterns to successful companies and today I’ve not only identified the problem but have resolved to correct businesses, many of them are recognized name brands. Some are internationally known.
First, when you title a book “Never Buy This Book,” it’s sure to illicit some kind of reaction. The reaction I want may differ from yours and differs from the next guy or gal. Why? Is it due to demographics, psychographics, or a different lifestyle? So why does this happen?
One answer is the obvious: different strokes for different folks. Another answer might be that I like to express is that so much attention is focused on differences. In many Western cultures, you will find a lot of minds focusing on differences. In Europe people focus on similarities. The schooling, parenting, news, media and nearly all the programming you see in movies or TV in The US pretty much points out the obvious differences. This is what builds brand here.
What about similarities? Can’t we give similarities a chance?
The answer to this is the underlying points and purpose of this book. There is a strong focus differences making this one of the best, most different and foremost marketing books you may ever come across. I can’t be responsible for the books that come out after.
How to Use this Book
So this PDF will have headlines from time to time and in order to keep the page count to 212 pages, there will be hyperlinked text which take you to the website where you can read the full story. I think it is worth the read but I’m biased because I’ve written it. There are valid points in each. They are handfuls of a fresh cut salad with a delicious dressing.
Call Me Paranoid.
If you got the book e-mailed from a friend, stole it or downloaded from a website, we are going to password protect some of the critical text until we can check your credit card information and send it to you directly. In a digital age, this is nearly impossible to do, but this is us giving it the old college try. If you wait long enough, you can get it free and put the pieces together yourself.
In America, BRANDS are trusted items whereas designs, communications and advertising are NOT. So this is why the branding always comes first. A brand is a deeper meaning the founder has put the company together.
If it is just to make money, as is the case with many companies, then there is an opportunity and strength to putting your brand to align with the beliefs of the audience you are trying to reach. Money is the reason many companies are put together but your audience doesn’t care that you are trying to extract money out of their pocket for you, they want to know what is in it for them.
Buyers and marketers.
Think of planting a tree.
First you put the seed in the ground. The seed is the origin of the roots which is the source of how the plant will eat and drink. The roots are as important as the stem, branches and fruits and flowers. Without the roots, the plant dies. Likewise, a company that no roots will soon die. It is just a matter of time.
Clients that work with my business partners and I now understand that there are four components to promoting any business. There is also a very particular order in which it should be presented and addressed publicly:
• Branding (roots)
• Design (trunk or stem)
• Communications (leaves and branches)
• Advertising (fruits and flowers)
“What’s a Brand?”
“Your premium brand had better be delivering something special,
or it’s not going to get the business.”
— WARREN BUFFETT
The way a Branding company understands “What a Brand is” and the way your average joe understands “What a Brand is” are two very, very different things. Many companies and business owners are usually shocked to discover that the company’s font, business cards and logo they have IS NOT a brand. It’s the face of the company and what people see first.
Slapping a logo next to a company name is a little like an old western movie. Think of the old movie sets.
The truth of these old movies are like this:
A brand is something much deeper than a logo or website. It gives us a slice of reality. A reality we can believe in. I’ll explain.
We hear this word “Brand” thrown about all over the place today and there are a lot of misconceptions surrounding its meaning. This chapter seeks to clear up some of the common misconceptions of a brand.
This article goes into
A) a brief history of branding as it meant a century or two ago.
B) What a brand means according to most branding companies today.
C) Some Branding advancements developed by prestigious think tanks, concepts taught at Harvard Business School, used at Stanford Research Institute (SRI) and at the Rand Corporation.
D) Finally, what BinkNyc Culture has contributed to 21st Century Brands regarding branding, graphic and web design, communications strategies and the fine and noble art of advertising.
E) We’ll also delve into recent findings with neuroscienctific research and scientific obersevations with EEGs, eye-scanning and neurological brain scanning techniques MRIs.
This can all be summed up into two words: Cultural Ecology or BinkNyc Culture.
The first 2 things you may hear clients asking:
“Why in the hell would I want to pay $30K to do a full Branding Campaign when I already have a good business up and running?”
“What will a Brand—ID do that I do NOT already have? I have a logo, business cards, a great website with all the information there. We just need to do more sales.”
Theses are both very valid points. Let’s explore each, one by one.
You might say: “Our company is doing well and we have a great tagline which clearly states what our business is and does. We don’t need nor want to spend any extra money. To be quite honest, we think this whole Brand—ID thing is a whole lot of bullshit.”
Bull shit? Bravo!
[ Ironically Branding, as the original term and definition meant had its roots in marking your bull with a branding iron. ]
The answer to these two statements above, one-by-one.
First off, a good a Brand—ID campaign draws people in like moths to a flame. The big league major brands we see today know and use this as part of their protocol. NOT ironically, these companies become monolithic os size and scale.
A product is just a product and a service is just a services but what truly separates them and makes them huge corporations is the brand.
Donald Trump, like him or hate him, is a brand. His brand is the billionaire man with a tough boy attitude. His path to the White House is a sparkling example of a highly effective Brand Campaign. His values (right or wrong) were intact and unmovable. The reason a good brand becomes successful is because they put their values first. Then, success is assured.
We predicted Trump winning back in 2015. As ridiculous as this seemed at some points, it happened. When it did, we weren’t surprised. Brands and the people who understand brands are generally business people because they know that without a brand, you are just a product or service. Politicians generally neither understand branding nor are in a profession that understands speed and the nature of competition that a business owners understands on a daily basis.
Coincidently, if you’ve heard of the Wall Street terms Bull and Bear market, and applied it to the Trump campaigning, you get a peek at the brand up close. Bull Markets are a term used for the stock market. It is a volatile arena of stock trading and fluctuates from day to day. It is also directly tied to companies in the corporate world. Bear Market is tied to bonds. Bonds are the
If you took all the techniques you learned and read about advertising and multiplied its power by 4-5xs, you would arrive at Branding.
Secondly, a logo, business card, catalogue, brochure or website is NOT BRANDING. These are Design elements used to sell your products, services or company. There is a huge difference between DESIGN elements and what BRANDING is and does.
So, what in G-D’s name is a Brand?
A BRIEF HISTORY
Branding as it was originally defined was indeed a logo back in the 1500s. It was an insignia made from shaping metal, heating a branding iron and applied to the ass of cattle. It was used as a sign of ownership—a brand.
This was back in the rockin’ 1500-1800s. Here’s what they looked like:
This is a photo of a Brand as it is still perceived today.
So, what in G-D’s name is a Brand as it applies today?
A 21st Century Brand are the things you can’t hold and touch. A Brand is an intanglible thing. It is:
What gets branded?
A BinkNyc Brand—ID
Guarantees a promise and quality
Provokes a deep desire
Instills natural affinity and rapport
Engages people through an eXperience
Your Brand is an impression or eXperience your client/customer is left with long after they leave the conversation, advertisement or interaction. It is like opening up a persons skull and directly scarring a red hot tattoo right into the inside of their brain. It is also about leaving your client or customers with a powerful message and memorable impression. A logo or website doesn’t leave these impressions but it could and it should.
This is why good brands are dangerous in the right or wrong hands. After a definition is added to a brand then and only then should your logo be created and branded. A brand is a shared belief or ethical-moral value.
A Brand does have to be very clearly defined. This clear and concise message should be conveyed from every person within the organization.
Have you ever thought to plan for your brand? We have for years. Controlling this type of messaging and eXperience is what a Brand—ID is and does. We like to use a metaphor to describe our Brand—ID system. It has four logical part to its construction. When we build a company or house or building, the construction is done the same way each and every time.
Building any business is like building a building. First, you lay the foundation by planting a basement in the ground. By laying in a solid foundation, you now have the groundwork which has predictable and measurable results. No one starts a building with building a rooftop. This is a Brand.
In fact, even if you only took an empty lot and laid in a foundation, this can still be sold. It can be sold for a higher price than if you didn’t dig a hole and put in a foundation to begin with.
What is a Brand?
A Brand is your gut feeling about something. A Brand is also your reputation, how you want to be perceived by your customers/clients. When it comes time for sales and an interaction with clients, it works exactly the same way any other company works except it happens automatically and unconsciously.
When we meet or we form initial impressions about a person place or thing, it becomes set. You want to make exactly sure WHAT THAT IMPRESSION is and how you are being perceived. In time, the impressions change as you get to know the person better but there is truth to: First impressions are lasting impressions.
With Brands that share our ideals, values and lifestyle, we want to learn more and share more.
Everything you do and say influences your Brand—ID and reputation. Each and every interaction is another chance to build your Brand—ID or not.
Both positive (+) and negative (-) interactions build a brand. The old expression: “All press is good press.” is absolutely true. “No Press” is the only bad press. We all like pleasurebut, it is usually juxtaposed against some kind of pain. When you know how to resolve someone’s pain, you become a pleasure to work with. We were taught that negative interactions are negative but, the science and math says that both, negative and positive experiences are what build firm and memorable eXperiences in our minds.
Did you get all that?
A Brand—ID is also your company abbreviated in shorthand.
What is your BinkNyc Culture Brand—ID?
It is your brand personality, ecological culture, market segment, how you handle and address customer service, your values which are a sense of perception and ince you have all these items in a package, you can strategically shape the company.
Brands are more based on actions rather than through the thought, word or picture. It is also the eXperiences that are delivered through interactions you have everyday.
It’a commitment, a promise or pledge, what you stand for, your passion and driving focus.
This should align with your segment audience. Sometimes is it “Great rates”, or “Lower fees”, “convenient location”, “helpful people”, “We’re local”, “ We budget”, “Premium service”.
Did we get there for you?
Yes, so what in G-d’s name are you selling me?
We are so happy you asked.
Our NYC Brand—ID is a 25-35 page instruction manual which identifies and speaks directly to your segmented customer. People believe and love different people.
People who believe that everyone is their potential customer are idiots. I can’t be kind about this. Target Markets fluctuate from city to city, state to state, region to region, and nation to nation. Demographic were okay to use in the 1940-50s but not no more.
A full Brand—ID
— National Campaign ($75K)
— Regional Campaign ($45K)
Choose one: 1-Northeast, 2-Southeast, 3-Northwest, 4-Southeast.
— New York City Campaign ($30K)
— Just a Brand Lexicon and a Brand Metaphor ($7.5K)
— 5 e-mails and a Neurochemical copy written landing page for ($3.5K).
Here’s a link for the full package: > Brand—ID.
We can tell you few things that you don’t know that you did not know (compliments of the house). Here are 2:
Age, Gender, Race, Religion are NOT Target Markets. These gauges are merely Demographics. This is the way advertisers did marketing in the 1940s through the 1970s. Demographics are completely outdated in today’s cultural ecology.
In the 1970s, 80s and 90s, techniques in advertising, branding and communications drastically and dramatically changed.
Mood boards which design firms charge good money for and call “Branding” is like putting a band-aid on a shotgun wound. It doesn’t work bery effectively but, it is a novel start in the right direction.
Below are some good ol’ American logos.
As you look at them, many things happen in your mind. These ‘happenings’ are embedded in the subconscious and emotional brain. You can’t describe them directly, they just kind of happen. This is your limbic brain but it doesn’t understand language.
The logos above are recognizable.
More importantly, a logo comes with a memory, an eXperience and a touch point that has a eXperience already attached to it. That eXperience, my friends, is what a Brand is and does.
Why would you hire us for this?
There are a few reasons you should:
We’ve been doing this for 25 years and are still learning more.
Ask these people: ( case studies )
See these companies: ( clients )
Talk to this organization: ( 4A’s )
Ten minutes ago you may have believed a Brandwas a logo, a website and your business card. Now you see that it is something else, something deeper and something much greater. It can’t be described in words.
This is one reason why you want to call us. If not, it’s okay. Get someone who does know what a brand is and does.
If business has been slowing down for you over the last couple of years, you could blame the economy or you could blame the competition. These are both valid reasons and both can be overcome.
Either way, we help level the playing field and show you more than 50 things you didn’t know about Branding and its fantastic power.
This Brand power is created through eXperiences. Once it is applied to your service or product, you can close in on the competition with ease. Try it, you’ll like it.
We answered the telephone: “Sweet Janes, la la la.” Eight times out of ten, the person on the recieving end would start snickering uncontrollably if they hadn’t called before.
Companies spend considerable resources to instill brand loyalty. Loyal customers not only consistently buy a brand but also invest time in brand advocacy. The key ingredient of brand loyalty develops when a brand resonates with an audience’s personal identity. Loyalty arises these deep relationships between the customer and brand. It’s ownership: “This brand is mine!” The result of such a brand attachment (loyalty) mimics the attachment we have with other humans.
Recently, brand attachment has been at the core of new research activity; the goal is to uncover some universal truths about audience drivers of loyalty. These efforts are particularly important because of the ever-increasing demand for companies to offer genuinely appealing—authentic—consumer products. In this Social Media era, when the customer’s voice is publically read, a simple misstep could derail brand loyalty, brand equity, and sales in an hour.
One area of study about the connection between authentic appeals and loyalty involves company histories. For example, many of today’s successful companies have origin stories that border on the implausible; any garage-technology start-up that is now a multi-billion-dollar multinational firm had to beat incredible odds. Research headed by Hal Ersner-Hershfield at Northwestern University shows that customers who actively imagine the start-up failure of a favorite company experience an increase both in sadness about what might not have been and in happiness about what is. These feelings of poignancy ultimately increase loyalty. Similarly, research by Neeru Paharia at Harvard University shows that in a sea of large competitors, companies that project an underdog personality generate higher levels of customer loyalty than do companies that present a dominant, mainstream personality. References to humble (garage) origins, restricted access to financial capital, or a citation of “passion and determination” are all effective components of an underdog personality.
Jennifer Aaker (Stanford University) suggests that people prefer to deal with brands and products that project warmth in addition to competence, skill, and reliability. Ben & Jerry’s Ice Cream’s “warmth” strategy demonstrates Aaker’s point. Ben & Jerry’s communicates that it is unlikely to engage in moral-code-of-conduct violations—such as harming the environment, lying, or producing inferior products that may harm people. Recent efforts to promote corporate social responsibility and sustainability via warm communications are part of an overall business strategy to increase brand loyalty. An effective increase in customer awareness and connection through warm initiatives can add up to increased customer admiration for firms and brands; poorly executed perceptions of green washing can erode brand loyalty.
Because brand loyalty depends on a strong and sustained fit between the identity or motivational profile of consumers and brand personalities, the ability to identify and develop specific loyalty profiles reliability—profiles focusing on the psychological benefits different types of customers are seeking when interacting with brands—is extremely useful.
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.
an impression of a quality or manner given by someone or something.
“she answered with a faint air of boredom”
expression, appearance, look, impression, aspect, aura, mien, countenance, manner, bearing, tone
“an air of defiance” < this is us.
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:
http://3 Fruit Pies
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.
Watch Where You’re Going.
This excerpt is about one Neurochemical bit out of 85 MUST HAVES for a business to be assured success. See if you agree.
Consequently, not only do the companies we work with succeed, but they survive challenges presented by competitors while double or tripling business.
Research samples we’ve previously used for the case study below:
My business partner and I attended a few meetings with a potential new client. They are a credit card processing company. The client was having a hard time grasping some of the concepts we presented called the Neurochemical. Nevertheless, they were intrigued by the ideas we presented. Since that hadn’t hired anyone else yet, we were still in the running. The problem was we were charging twice the amount of the competing companies.
They were fascinated with a few tests and surveys we gave them. The suveys are there to give us insight into a brief psychological analysis. We tested the President and Vice-President of the company first. What we found from the results was if these “decision makers” were built and prepared for success. One was and other wasn’t. This could present a problem since both of them would have a final say on the decisions we would take.
We then discussed their budget, a payment schedule, and who was who on their current staff. We would later request, if hired, that employees and clients take similar survey.
We are Process based. These are always the first steps we take toward a approaching any new project. We find taking these steps are both critical and necessary.
Once we are hired, we have Charles Costa handle the deeper, more thorough research. Then when we have the research together, we apply:
At long last, the client was ready and asked us to come to a final meeting with the proposal and contract. They were ready to sign.
PLEASE NOTE: Our bid was twice the amount of all the other design, advertising or marketing firms. Apparently, the cases and methodical approach we presented was convincing enough, we thought. Besides that, we all got along splendidly. That also counts.
In this particular meeting the President said that there was some bad news and they weren’t going to sign up with us unless we dropped the price by half. They even presented and shared all of the other bids from our competeing suitors. I mentioned again that this price drop would be impossible for us to do since we set a price based on hours, days and weeks of work. I also said “In the end, we generate measurable results. The price we set is the price.”
Have NO Fear
I stood up and started to fold the cover to my laptop and packed up my pen and paper and said: “No problem. In all the research we’ve done so far, we’ve found 30 other competitors at the same level as and in a similar situation as your business, I’m certain one of them will be more than happy to work with us.”
Stunned, the President stood up and said: “Please sit down. We’ll sign this right now.” pointing down at the contract. He told his assistant: “Get me the checkbook.”
We didn’t fall for their bluff. The room was all warm and fuzzy again. Smiles abounded. My partner was still stunned.
We charged this client a conservative five-digit number only to have them sell both the brand and a business plan for seven figures within six months to a major processing company. It was their right to do so, so there’s no argument there. We know and have learned that the work we do can add tremdous value in the right hands.
Much later on when the Vice-President (a 30 year marketing guru) first read their new Branding campaign, he smiled and said: “Good God! This is like branding and marketing on steroids and crack.” [ March 8, 2013 ]
This was a great compliment.
Types of businesses we will and won’t work with. You have to guess what they are.
.Behold, fresh fruit.
Create and Sell: There are still business owners who set up companies that are driven by their internal understanding and view of the world. They have an idea and CREATE something then they go out and look for customers to sell it to. This was a great business format in the earlier part of the 1900s. Today, this company is going to fail in 5 years.
They can’t answer: “Who they are in the marketplace.” They can usually only grab 11-18% of the customers in market unless they are exceptional visionaries or lucky. Most of them believe they are.
Their business strategies are driven by what they have heard anout or have read in marketing books. Their thinking is something called: inside > out. The real lemon with this approach is that the company’s owners or manager are like: “Let’s just try it and see what happens.” This is guesswork and gambling. We, at BinkNyc, are not fans of this approach.
These clients are seldom aware and seldom anticipate vast changes happening in the marketplace. They are unfamiliar with something called a cultural ecology. They assume that others will LOVE their idea and expect our firm to sell it for them. We can’t help them. They often sneer at paying for research.
Our research says that 50-75% of these will be out of business in five years or less. These types of businesses are fun, creative but rarely ever get to the Fortune 500. In fact, we can guarentee they never will.
Ask and Make: Orange organizations still believe in the traditional focus group. They’ll just ask the customer what they want, the customer will tell them, they’ll develop this product or service, and believe it will sell. This type of business did great in the mid-1900s. They are open and ready to listen to the customer’s input just like major corporations did in the 1940s right up to the 1980s.
The problem with the Orange approach is two-fold:
1) The Orange organizations end up trying to be “all things to all people.”
2) They assume that a customer’s mere approval will grow to LOVE their product or service. It is a delusion of grandeur.
Our research says that 27-47% of these businesses will be out of business in 5 years. Perhaps we can work with these organizations if we can somehow educate and save them from themselves and their old form of thinking.
The Big Apple!
Anticipate and Lead is a market-driven organizational approach. It’s a successful one at that. We love clients that inderstand this business model.
This model is where one bases their strategy on making conscious choices about which markets they will serve and how they will add value to very particular market segments. The are NOT acting out of passion for their own idea but rather looking for “White Spaces” in the market they are entering.
First, they anticipates where a market is leaning. Then, you seek to become a leader in this field. Being first usually wins something.
You can become a high-performance organization, dominate the market and participate in a strategic process. Research + Strategy = Propels the organization and their mission forward; into the future.
Anticipation is looking for gaps or holes in a said market. This is also called the “White Space” in the market. There are many ways to find out what and where this White Space is. Filling up this hole or fulfilling this need, assists a market and many > most its customers with the proper branding.
(See Donald Trump (Part 1 or Part 2)).
It is a precisely, measurable process. The results are predictable. Naturally, it is finding a hole if there is one and branding it in a way that sticks. Some markets are so saturated, there is hardly wiggle any room to enter into its field marketplace. SOCIAL MEDIA may be one example of a business ecology where there is little “White Space” in that market.
Maybe this is only my perception. The research reveals all.
Using apples to make an apple pie is an all-American dream. Let’s make some delicious pie. We’ll meet and speak. It’s almost like a date.
So, what do we do that is so different?
We have 84 other NEUROCHEMICAL (Human Default Patterns) beside the “3 Fruit Pies” to consider for a business endeavor. These NEUROCHEMICAL patterns apply to assure you grab the hearts and minds of your target market.
Set up a meeting or arrange a call. This is the only way you’ll know for sure.
Everything we advertise, brand,
communicate or design is to forward
the overall advancement of our species.
It’s that simple.
We will never work for nor support
destructive companies who create
products or services that bring harm
to us. This is important to our team.
Cream In My Coffee is about Brand Metaphors and why you’ll not only need one to sustain a company with employees but, particularly for a corporation that is marketing to the general public. Metaphors are how we understand and both describe and explain the world. When used behind a brand, they can produce extraordinary results.
Brand Metaphors are quite simply the master stroke toward gaining any notable success and it is absolutely necessary to usurp the competition… easily.
Once you have the Brand Metaphor you’ll need a whole series of guidelines to follow way before you even consider a logo design, font selection, business cards, website, etc… This article will also cover some other magical Design aspects pertaining to metaphors as well.
Click Pic >
to see an older
article on Brand Metaphors.
A Back Story:
There was an art project in the millennial year where life-sized sculptures of fiber-glass or cemented cows that were placed around NYC streets and parks. It was an Urban Art Project. A year later the cows were auctioned off to the public and business sector and the money was donated toward future projects. New York City is nice.
I always wanted to do one of these cows and participate in the art project. 1999, I had just graduated art school.
If I had the opportunity to do one of these, below is the design I would’ve opted to do. I would’ve called it: Cream in My Coffee.
Cream in My Coffee
Some Hard Data and Another Story:
In the great American modern day we look forward to having a coffee in the morning. I know I do.
Five fascinating facts about the all-American coffee drinker:
• 68% have a cup within the first hour of waking up.
• $18 Billion is spent on specialty coffee in the U.S.
• 60% claim to need a cup of coffee to start their day.
• 34% go to premium places (Starbucks, Coffee Bean) for coffee.
• 29% go to lower-price outlets (McDonalds, Dunkin’ Donuts, etc.).
I think 34% is a clear winner to me. I like premium coffee.
There is nothing quite like the smell, the flavor and the warmth from that first fresh rush of caffeine in the morning. Rising from the sleepy depths of the sandman to the erratic tune of a freshly brewed, hot black, coffee. It is just the American way.
It’s a bit of a fascination that we seek to bypass various brainwaves and states of consciousness, first thing, so early in the morning. While sleeping we are in a Delta state. Theta waves is a slowly waking dream-like state. Alpha may be considered semi-conscious, restful and quiet and Beta state is when that caffeine kicks right in. Beta is wide awake.
Here’s how science has it outlined:
[ I think the above illustration illustrates what great mohawk should look like. Even if it were a hat or helmet, that would be fine by me. ]
Gamma waves are the buzz in my morning dosage. This requires four heaping teaspoons of a Cuban coffee, Café Bustelo in a pint-sized, 16oz glass. Add boiling water through a gold-plated, metal filter. Add two teaspoons of raw sugar or maple syrup. Stir and sip. Yum!
By the second cup, the giggles and snickering starts. Then, I write one of these Neurochemical things and somehow, this combination magically gets me more business.
Some days I wake up a Pacifist and ten minutes later after the very first cup of coffee, I’m a Democrat. After the second cup, I’m a Conservative. If I have three cups, I become a staunch Republican. Later, after lunch and a power nap, I’m Liberal-minded.
As the afternoon wears on, I drift into the evening as an Independent. Before bed, I’m a Pacifist again. 😀
Coffee assures that I’m never in the same mindset all day, each and every day, and this makes life mich more versatile and exciting.
There’s a Dunkin’ Donuts just two blocks away from where I live, however, I prefer to walk 1/2 mile (10 blocks) to Starbucks which is one of my all-time favorite cafés. I do love their branding as well.
Dunkin’ Donuts looks like a entertainment-less amusement park but the customers never seem to be amused. It is an empty shell of a brand or shall I say a brand that is an empty shell. The donuts are ok but, I can easily do without them. They are filled with so many strange chemicals that only a seasoned scientist can properly pronounce the names.
Rather than bore you with a contrast and comparison between the two, let’s just go straight to the brilliance and wonder of Starbucks. Love it or hate it, I can assure you that once you read this, there’s no going back to seeing this logo or the name the same way ever again. 😀
There are three subconscious reasons to be drawn to the Starbucks brand.
The most recent version of the Starbucks logo:
It’s a woman.
It’s a woman with a crown.
It’s a woman with a crown with a five-pointed star on top.
Wait. It’s a mermaid or a siren.
It’s a mermaid or siren with two tails?
It’s a woman, mermaid or siren holding up her fins!
But, mermaids only have one fin.
And if a mermaid were sitting in this position, holding up two fins, what would you call this pose?
A month ago, giving a neuro-branding presentation at Pace University, I asked the crowd of PR students at the same question. Among all the giggling and snickers, one male student eagerly raised his hand and said: “YOGA!”
I said: “That is 100% correct! The answer is Yoga.” 😀 Laughs abounded.
Sidebar: There’s a bit of an actual danger to a corporate brand having a logo that has been exposed and compromised like I’m doing here. Once it becomes conscious, it starts to kill the magic and mystique of the deeper Brand Metaphor. I’m sharing this with you because it is a very valuable business tool to use in your company. You should have one. People are drawn to companies that have deep metaphors and they don’t even know why. It’s an automatic winner.
A metaphor works better when it is left looming in the subconscious, below the surface. This is where 95% of the brand attractions is—in the subconscious.
This is is how companies like Marlboro, McDonalds and Coca -Cola have become so monolithic in size scale and profitability.
Does Sex Sell the Starbucks brand?
You bet ya it does. Sex is an emotionally loaded thing. It’s charged and fully Neurochemical. However, there are times when you SHOULD NOT use it and it has NOTHING to do with integrity or PC behavioral constraints.
Now no one I know has ever accused me of being a one hit wonder. This Starbucks, Cream In My Coffee, excerpt shall be no different.
It’s not the first time we’ve seen a logo like this:
At a Starbucks one day with an old friend and I noticed Greek people staring at him… It wasn’t he they were staring at as much as his shirt. He served in the special forces in Greece years ago.
Here’s the bonus. Do you see any particular similarities between his shirt and the Starbucks logo?
If you have, great. If you haven’t that’s okay too.
It turns out the Starbucks’ siren is adapted not from a Greek myth but from a 16th-century Norse woodcut. Steve [a writer who worked on the new logo] explains how the logo designers found her by poring through old maritime-themed books, hoping to find something that would “capture the seafaring history of coffee and Seattle’s strong seaport roots.” He goes on to describe the original icon as “a seductive mystery mixed with a nautical theme.”
See the article here:
Here are similar visual metaphors:
Wings are to birds like tails and fins are to fish. Just look at it. Can you see similarities?
Starbucks is a compound word: STAR and BUCKS.
Here the final—nail in the coffin—and ultimate reason I’m a fan of Starbucks coffee besides it being a great tasting coffee that I both like and love.
Star = Fame and Bucks = Fortune.
“So, who doesn’t like fame and fortune?” I ask.
No one told me about this. You won’t find it in magazines or books on marketing. I uncovered it one day drinking coffee at Starbucks. This is what happens when you drink three-four cups in one sitting. It shoots you off into gamma wave territory and these are the waves that the real-time superheroes ride. The creative zone.
Okay. What are the take aways here?
Branding is a very real thing and affects Americans whether they like it or not. You are subject to it.
This all goes far beyond all those tips and clips you see and read about on your favorite news media and blogs.
There is a science to all successful corporations. The fantasy they’ll try to sell you is that their success just happened. It doesn’t. Brands are built from the ground up.
Do you or your company need a Brand Metaphor? This completely depends on how big you want your company to be. You won’t stand up as well to the competition that has one, that’s for sure.
I can say that you definitely don’t want to be on the competing end of a Brand—ID we do for a client. Client LOYALTY is great but it only goes so far. See the divorce rate: infographic.
What we do is gently seduce the public so that our clients get the amount of business they ask for. We do this by addressing many of the deeper needs of their customers and clients. We especially focus on many hidden wants and desires. This seldom has anything to do with superficial things like money; doing sales, specials or discount deals. These devises work but only for a small percentage of the US population (12%). We are able to dig much deeper, spread far faster, grow wider and fatter because we know more. It’s just that simple.
I hope you enjoyed this. 😀
If you have a dream worth pursuing, give us a call. We can make it happen.
BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples’ lives.
[ This piece should read like a mezze plate. We love mezze plates. ]
Oven Builders AREN’T Chefs.
Furniture Makers AREN’T Gardeners.
Brain Surgeons AREN’T Dentists.
Branders AREN’T Designers.
These disciplines require 10,000+ hours needed to be considered an EXPERT. They are NOT variable or interchangeable with substitutions.
Branding is very different than communications, as advertising is very different than graphic design.
1. Branding is much like the basement of a house or building. It’s the foundation which determines how high and wide a company can be built.
2. Design is a framework of a house or building; where the windows and doors go. These are the eyes, ears and mouth of the structure.
3. Communications is how the house listens or speaks with the outside world. It is likened to plumbing, electricity, ventilation, gas lines, and tele/cable/wifi, etc…
4. Advertising is selling and works optimally when 1, 2 and 3 are completed. Then you are ready to call a realtor to sell or rent your property.
The people who pour the concrete for a basement aren’t the same people who sell or rent a property. You wouldn’t have your plumber or electrician negotiate a rental agreement or do a title search, would you? Anyway, that’s the way successful businesses are and have been built. It’s a consistent pattern.
Today, we now have Social Media which has and will continue to replace traditional Advertising.
Web Design is more useful today than Graphic Design and the homepage replaces the tri-fold brochure of yesteryear. Mobile apps may replace Desktop apps and Google Glass may replace the mobile phones.
My original Apple computer, back in 1994, had a hard drive processor of 8MB (megabytes) of RAM and 250 MBs for storage. Today I have 64GB (gigabytes) and a TB (terabyte) of storage on a portable Laptop.
Not only do we have to adjust to these rapidly changing times, we now seek to spring ahead some time, some how, in some way. For me, this whole Neurochemical thing started as the by-product of a multi-million dollar Graphic Design industry rapidly aging through time. According to the principles used at the Rand Corporation’s, futurist; ‘think tanks’, Tetrad Management calls this step: Obsolesce.
We are living in exponential times.
Despite this and according to both personal observations and through over 450 ‘white papers’ I’ve read in the last 6 years, it turns out, homo-sapiens haven’t changed all that much since prehistoric times.
For instance, the Neuropeptides in our brain still can’t distinguish the difference between ‘fear’ and ‘danger’. The peptides released are almost identical. Quite naturally and biologically our perceptions and responses to these chemical releases are the same.
Can these peptides be induced?
Not only can they be induced but the responses are predictable.
Can these peptides be used in ads, brands, communications strategies, and design or through words and images?
Funny you should ask. Yes.
They don’t even have to be moving images.
Watch American TV for 5-7 minutes and you’ll go through a full range of ‘experiences’, many of which are nearly perceived or received as real, at least chemically. This is why I prefer to read scientific reports, factual evidence and findings. The truth is there, scientifically not intuitively.
The reading of this scientific material has made me a better Adhead, Brander, Designer geek and Communications dork. I’m also fun at parties.
This year marks my 20th year without a TV nor reading any newspapers (since 1994) and calls for a celebration, maybe this summer.
These “Public Relations”, MSM outlets are designed to induce certain responses and instill belief systems (Memes) in the culture. The US still stands head over heels above every other country in terms of the advancements made in propagating and disseminating “information.” That, and weapons of mass destruction are two things America does best.
We can see this because you have McDonald’s, Coca-Cola and Marlboro cigarettes in every corner of the globe. Secondly, when countries don’t have McDonald’s, Coca-Cola or Marlboro cigarettes, “We The People” go in there with weapons of mass destruction to open up new markets and assure the shareholders of a healthy Return On Investment.
Of course, this gets stuffed under the ol’, “GOD BLESS AMERICA” meme, whatever that means.
The Game Changer: In 2013, Russia and China teamed up and threatened the US over entering Syria. This single step put an official end to the US expanding their market in smaller, defenseless countries. The US won’t fare well against other world powers, even in war. I can assure you McDonald’s, Coca-Cola and Marlboro cigarettes are NOT happy about this change in world events. They need a new plan.
One famous meme used on “We The People” is:
You can’t get away with two things in life; “death and taxes”.
Yet, 47% of all American HAVE NOT pay taxes since 2008. 47% are usurping this meme, inevitably and originally planted by the FED and enforced by the IRS. This was done via a PR ‘meme’ years before most of us were born.
I prefer living outside of the MainStream Media’s (MSM) influence. It keeps me clear and able to enjoy the folly of the STORM WATCH, celebrity life dramas, the political circus and the neverending, constantly shifting duality of American culture:
It’s happy, it’s sad.
It’s good, it’s bad.
It’s black, it’s white.
It’s wrong, it’s right.
If you want to know what the weather is: stick your head out the window and look up at the sky. I know, this technique doesn’t always work. Well, neither do the ones we hear from the weathermen on the boob tube. 😀
Here’s a colonial historic meme:
“Nothing can now be believed
which is seen in a newspaper.
Truth itself becomes suspicious by
being put into that polluted vehicle.”
— Thomas Jefferson to John Norvell, June 11, 1807
Memes work with astounding efficiency (emotionally and subconsciously).
“IN GOD WE TRUST” < I love this meme. It’s brilliant and a classic. Your company “Brand” should start with a meme.
What makes the work we do at BinkNyc Culture Neurochemical?
We have taken a completely different, strategic approach to advertising, sales, branding, communications, marketing, design and moved them into wild new directions and incorporate repeating patterns that happen in the natural sciences. These are scientific patterns and they work mathematically.
I didn’t make them up. They were here before I got here. 😀
The results show in client projects. We measure them and test everything (a number of times) to see what works and what doesn’t.
Below is one example of What goes into a BinkNyc Lexicon. The vowel “a” is more effective than “e” but, not nearly as effective as “u” pertaining to influencing the mind. Why? Because the science shows a consistent pattern in its “like-ability” and what peptides are released upon its vibrational frequency.
We started adding this ‘vowel frequency’ technique 4 years ago. You’d think that someone else would have factored in what the letter ‘I’ sounds like when you read it.
No one has.
It’s just too weird and seems irrelevant.
If using the word “Cost” sounds better than “Fees”, there’s a reason why. It has less to do with the actual definition and more to do with the vowels: “o” and “e”. They are also measured on the Hertz scale.
Why it works:
1. That little voice in your head as you read this to yourself IS WHAT WE MEAN. 😀
2. The definition changes whereas the pronunciation doesn’t change nearly as often.
(polyglot; has a definition and respective of what it means, you probably pronounced it correctly (in your head)).
Here’s one simplified science paper we love to share with clients that have started to see results: Cymatics (Nolten).pdf
They don’t teach you these techniques in ad books, blogs and magazines online. You won’t find it at Barnes and Noble or Amazon in ad, branding or in marketing/sales books. They don’t cover this in communication, marketing or design school either.
This is advertising and branding on steroids and crack. Our clients are given the tools they need to capitalize in their industry and respective markets.
I’m amazed when some client forget to apply the principles. I guess they are so used to jumping on the next bandwagon with the latest and greatest NYTimes article, LinkedIn feature and Twitter or Facebook “Tricks and Tips” that they forget. These usually shows up in the form of “News”.
This “News” doesn’t promise or guarantee anything will happen when you try the latest tips and tricks. They ask you to test it and try it. This is like gambling and playing with your business for shits and giggles. Be my guest and go for it. You have all the time in the world.
Remember when you were a kid and some summer days seemed to last a lifetime? Today I have a sandwich, a cup of coffee, write a note, use the bathroom and it’s already nightfall.
They hire US because what we do is make clients money and save them time. This means more time to vacation, shop, people watch and whatever kinds of things you do for freedom and piece of mind. 🙂
I’ll bet when you first opened: “Graphic Designers DON’T Do Branding”, you never expected to wind up reading what you had here. It’s okay. If I could share a new idea that’s useful in your personal or business life to make you more prosperous, it is my pleasure.
You can’t save time but, you can spend it wisely.
A commonly held faux belief is that one just goes out there and convinces people to do as they say. This is why we still see sexy images of beautiful young women, scantily clad, trying to seduce us into buying a product or service.
Breuk, BinkNyc, Brooklyn, Anti-Marketing
Another false belief is that one just goes out there and convinces people to buy your product or service. This a marketer that assumes people are naturally inclined toward conscious and rationale decision making. The Neuroscience clearly shows that this is clearly NOT the case. You would only be right 5-10% of the time. If you like those odds, and are happy with that return, play them. You will be dominated in nearly any market ecology.
Breuk Iversen, BinkNyc, anti-marketing
These approaches may have worked well before the digital age. In the culture we are living and loving in today, we are dealing with a new beast of beauty in an time of a huge shift in the cultural ecology.
Binknyc, Breuk Iversen
We’ve found that the optimal approach is to
1) identify an audience that already wants to buy your services and products and,
2) address them properly.
Three methods to use to enter a product into a market:
Make and Sell.
Ask and Sell.
Anticipate and Provide.
Make and Sell was what business owners used to do and successful companies are pretty much way past this today. It doesn’t work and will never make someone $1,000,000. It’s fantasy-based and the stuff dreams are built on. It is NO longer an option for the reality-based business owners of the 21st Century.
Ask and Sell is when marketers put together Focus Groups and ask potential customers what they want. When customers are asked what they want, they tell you and then the manufacturer develops the said product or service. Remember: no one comes with their open wallets and buys anything yet, this is what many failing companies do today. Don’t worry: they’ll be gone tomorrow. This also doesn’t work and will never make you over $1,000,000.
Anticipate and Provide is a good working model.BinkNyc, Breuk IversenAudiences aren’t CREATED for said markets. They never were. AUDIENCES already exist.
Anticipate what they want and lead them to the promised land. Markets and people today and locating them is what the research will tell you what exists. The AUDIENCE was here first and the IDEA of markets came later. This Anticipate and Provide model is about locating an audience and making their lives easier or better with your product or service.
BinkNyc, Breuk, anti-marketing
“Everybody” is not an audience. In marketing “Everybody is Nobody”.
Another commonly held misconception in marketing is the Old English (O.E.) form of advertising and marketing. This worked really well in the rockin’ 1800s—the days when England still ruled as a world empire.
These O.E. marketers will tell you:
“You must give them a good reason to buy.”
BinkNyc Culture, Neurochemical
It’s not true and the worst of these “market experts” will tell you to offer them a discount or sale price. This marketing belief will work but only for a small segment of the population (11-18%) at best. Discounts and sales are the last refuge of business owners that falsely believe that sales or discounts motivates human decision making. It doesn’t.
Neurochemical Tip #63:
People don’t buy what you do.
They buy why you do it.
Let’s test it. See the chart below… Which one are you?
I have quite a few friends and family that fall in the Laggards portion of the above chart. They’re the ones carrying the turkey leg. 😀
Another popularized technique holds that if you just keep jamming messages about your products and services down people’s throats, through repetition, and after enough time they will eventually swallow the pill, open their wallets and buy. This is failing miserably in today’s media ecology.
Neurochemical Tip #63:
People don’t buy what you do.
They buy why you do it.
Another approach that was tried is gently speaking to potential buyers. They tell you to do it like you would a wife or lover. It’s something similar to begging.
When America dominated the world consumer market…
BinkNyc, Neurochemical, Breuk Iversen
… in the 1900s with McDonalds, Marlboro and Coca-Cola which relied heavily on a more subtle approach seducing consumers with dreamscapes and illusion. This works far better because 90-95% of human decision-making happens emotionally and subconsciously.
People don’t buy what you do.
They buy why you do it.
The power today has now shifted to China for dominating the world consumer market. This will become evident in time. According to what we are already seeing, the cracks are already happening and become clear when using the Tetrad (used by prestigious American think tanks).
The proof of China’s domination can easily be seen in your homes. This understanding and realization doesn’t happen by reading the newspapers or watching TV but, by picking up 80-90% of the items in your house. Just note where they are manufactured.
Will people buy what you do or will they will why you do it?
They will and they do buy according to WHY you do something. They will Buy What You Say!
Now…. the real question is: What do you say?
And this is where we come sailing in. 🙂
Call someday in the day of the future’s past.
Today is always a good idea.
Tomorrow is only a day away. 😀
We add value through innovation.
Chief Executive Officer
C: (718) 578-6613
BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples’ lives.
Time is a commodity. Let’s get started on something worthwhile.
In 1998-1999, I studied with a graphic design guru at The School of Visual Arts. He is undeniably the greatest living American Designer of all time. His name is Milton Glaser.
Here is some of his work:
I was quite nervous about this first meeting with Mr. Glaser. I would be presenting my design work to get into his portfolio class. The class is two semesters long, for seniors only, and you had to take both classes, back to back.
By this time I had won 7 awards for my advertisments and designs but, there are hundreds of students trying to get in and he only takes 35 students in each class. Nervous I was.
I had an slight advantage over the other students. I:
was a full-time senior at SVA.
already had my own design firm on Fifth Avenue.
also had, what I would consider, an excellent design portfolio.
had Dick Raboy as my mentor.
I walked into the tiny, semi-dark office at the school. There he sat—sizably filling the small room with his sizable body and long legs—a menace of a man. I think his shoe size must have been about a 12. His skull may just a little bit smaller than that of an NBA basketball and he stands close to 6’5″.
“Dick Raboy says ‘Hello'” I said. It wasn’t planned to come out with this line like this. These words just flew out of my mouth. I have no idea why. Nerves, probably.
Glaser looked at me sharply and said: “Now there’s a name I haven’t heard in 20 years!”
I gave Mr. Glaser my business card first. It was another nervous gesture.
He studied the card and I watched waiting for the idea thing to hit. Then the left hand corner of his mouth and eyebrow lifted up–simultaneously–just like Sean Connery. Glaser said: “This is an excellent business card,” he said in a deep baritone.
“Thank you.” I replied.
“May I keep it?”
“How do you know Dick?” He asked.
“He is my mentor.” I said, unzipping my portfolio.
“I don’t need to see the rest of your work.”
I was perplexed. I spent over 6 hours preparing my portfolio and refining it to impress this man. I wanted to insist he look at it but learned from Dick to NEVER continue a sale when it is sold.
“How is Dick doing?” He said.
“Very well. We are on the same floor at 149 Fifth Avenue. His office is just across the hallway from mine.”
“What do you do there?” He said.
“I have my own design firm.”
“Your records say here you are a senior.”
“I am. I opened up my own design firm a few years ago when I was a still a freshman.”
“Interesting. Please tell Dick that Milton says, ‘hello’.”
“I definitely will.” I said pausing and continued, “So, am I accepted into the class?”
“Yes. Can you ask the next student to come in?”
“I will. Thank you.”
“Thank you.” He said.
Wow. That was sharp, concise and straight to the point. I was reeling. I shook his hand and left.
Nevertheless, great! I finally got to meet the great man. He’s a legend. I’ve seen his work in design books, posters on the subways and streets, buses, museums, schools and he is considered the best of the best designers around this town.
The mere mention of Dick’s name got me into one of the most sought after design classes in NYC. It was that or the business card. We’ll never know.
I was young, eager to learn and ready to go. Now I was accepted into a class of one of the greatest living graphic designers. I was lit up like a candle.
So who is this Dick guy?
Dick Raboy said (of himself):
“I am the most successful financial copywriter in New York City ever.”
It was true. Read about the specific details here.
Back in the Day
Dick Raboy, Clay Felker, and Milton Glaser all sat at a table in Milton’s studio at 207 East 32nd Street. They met and set the stage for taking New York Magazine from being a supplement to becoming its own news stand magazine. Dick was responsible for copywriting the original postcard which was mailed to 60,000 NYC residents.
Business Reply by Mail.pngIf you got a 5-10% response rate from mailing the card the research at the time said, You have the likelihood of being a successful magazine.
New York Magazine received over a 60% response rate making it a shoe-in for its own stand-alone magazine. Dick wrote the copy. They knew they had a successful model for the magazine.
In short, Dick Raboy was a copywriting luminary, in his day. He taught me all about the art of copywriting and creative direction over a ten year period. He like, all the innovative teachers at SVA wanted to see designs, ads, and copywritten text they’ve never seen before. Dick normally got an astounding 25-45% response rate for his clients ads. This was accomplished through playing on people’s emotional strings. He was a master of humor, wit and emotions.
When I first met Dick he was getting paid $20,000 per month by a client TO NOT WRITE ADS FOR ANYONE ELSE. That’s how good he was. This suited him just fine.
He is not credited anywhere with helping New York Magazine. Perhaps something happened there and the relationship soured. I don’t know.
This ‘not being credited’ would be perfectly fine with Dick. I knew him well—studied under his tutelage five days a week for a close to a decade. He didn’t care about credit. He cared about good ads, design, great food, attractive women, bridge, gambling and copywriting. But, what Dick really liked was money. Money allowed him all the freedoms he desired.
The only thing he may have cared for more than money was playing cards on his computer. Solitaire, was something he played on his little Mac II from 9am in the morning until 5pm. He was obsessive, almost mental about it.
US President Barack Obama shakes hands w
I took Milton Glaser’s class. I, and others in the class, had built up something much more amazing than it was. As the semester progressed, it got really amazing again. He’s a genius—a design guru genius.
One week, an assignment Mr. Glaser gave us was to create a poster that would help fix a social problem. The idea was to change that poor social behavior into a healthier alternative. We’d try to fix things like littering, shoplifting, racism, etc…
The next week I presented my poster, along with the 35 other students in the class. The student posters covered one entire wall of the classroom.
Here’s what I presented:
He entered the room, removed his jacket and walked over to the wall. He pointed to mine first and said: “What have we here with this strange object?”
Most of the class giggled and snickered.
He asked: “Who did this?”
I raised my hand, although I didn’t want to. I wasn’t seeking the attention.
He said: “It will never work.” as he almost proceeded to move to the next poster.
I said: “Wait, why!?!”
“It just won’t work. Do you think this would envoke Bill Clinton to stop behaving the way he behaves?”
I said “No, but…”
“It won’t work.”
I said “Hold on…. please. Do you think something along the lines of ‘How would you like if this was done to your wife, sister, daughter, grandmother or girlfriend’ would be better?”
He said: “Yes. That might’ve worked.”
I said: “That’s what I thought! But…”
“This next one.” he said, completely blowing me off.
I still continued, “I asked a bunch of very attractive female bartenders what they thought of that line. They said ‘No, you don’t understand. The men that harass women don’t like women at all. They hate women.'”
He completely disregarded me and went on to critique the next poster. I had more to say. Although, I knew I was risking getting thrown out of the class. It would have been one more interruption to too many.
RULE 1: “Never Outshine the Master.” — Robert Greene, The 48 Laws of Power
The perspective that the bartenders shared with me was an observation I had never considered. It was important one. Several of the women in the class turned and looked at me, giving me a thumbs up. One mouthed “Thank You.” She was smiling.
The reason I thought the bus stop poster worked was because it would arm the women with a verbal weapon to throw back at the men who harass them. Even if it were just a persnickety comment meant to challenge.
This was a MEATING of the minds. I had been meaten. I got an A- in his class.
Breuk Iversen, BinkNyc, 11211, Astoria, Williamsburg, NYC, Neurochemical
So in the spring of 2000, I started developing a magazine with few friends in Williamsburg. It happened over a few pitchers of Sangria in a restaurant on the corner of North 6th and Berry. The name of the joint was Uccelli’s. It definitely was a joint.
Uccelli’s was inexpensive on a relatively desolate street. Back then, it still had amazing sausage and seafood paellas. The music was good.
It was a nightly thing for me sitting at the tiny 5 person bar there. I was a regular. I brought my friends there.
where 11211 was concieved and created.jpg
By that next fall, the first issue of 11211 magazine was delivered to my office/loft from Portland, Oregon. There were about 6 of us celebrating with jugs of Carlo Rossi wine and we drank until we were blind.
11211 Magazine, 3rd Issue
In the first four months after launching the magazine, I was broke. I went through $78,000 in savings and reserves and yet, had the highest quality print publication to ever hit the streets of Williamsburg. 11211 Magazine was a very noticeable improvement in the area back in those days. It showed that this area was to be believed in. It was something to take seriously, the area, the people, the ethnicities of people who were born and raised there and the newer transplant of young American people from the states.
They came to chase their dreams. The term Hipster was a big hit in Williamsburg.
The curious from Manhattan were starting to show up and shop in Williamsburg’s cool little Bedford Avenue boutiques and art galleries. There was a sense of hope that was just starting to happen.
guru milton glaser.jpg
One of the things Milton Glaser offered all his students was an opportunity to meet with him after you graduated from his class. I would want to ask him what I should do.
I asked Dick for help. He said: “Keep going. You’ll figure it out. I think what you are doing is wonderful. Don’t give up.”
207 E32 St Milton Glaser
I called Mr. Glaser’s office building and got an appointment the very next week. I prepared all four magazines and went. I also brought Vice Magazine because they were across the street from me on North 4th, somehow connected to Triple 5 Soul clothing who occupied the same floor in the same building. Their publication was thick, perfect bound and loaded with ads—no ads were local.
Mr. Glaser looked over the 11211 magazines and first complimented on the high-quality, thick paper. He asked questions. I answered. I asked if he could help me get Brooklyn Brewery to advertise. He said it wasn’t up to him.
Milton Glaser Brooklyn Brewery
He concluded the meeting saying: “There’s no money in Williamsburg. Why don’t you take this to SoHo where they would appreciate the effort and quality of paper.”
“SoHo is done. There is so much potential in Williamsburg. It is young, fresh and wild.” I said.
“The clothing stores, restaurants and shops are struggling in SoHo. See about doing something like this there. That is my recommendation.”
Like the assignment I had in his class a couple of years before, I would not argue my point. I would not Outshine the Master. I sincerely thanked him and left. I left a little defeated.
I went back to the office and talked to Dick. Dick said: “Don’t listen to Milton. He doesn’t know everything. Go with your gut instincts, my boy.”
I did. I closed my 5th Avenue design firm. Took the 8 people I’ve hired and employed for two or three years and offered them partnerships. They all declined. I decided to dig my heels into Williamsburg, sink or swim, do or die.
All of the employees left, one by one. All the friends I started the publication with left earlier after the first issue. The last employee I had was onto a steady paycheck with another design position within a month.
I waited and pondered and waited and pondered how to resurrect the publication with no money. And I mean NO MONEY. I think I went through a nervous breakdown in those months.
For months of my life I still have with no recollection except for throwing coins and reading the I Ching every single morning when I woke up. I don’t remember what I did for work. I don’t know how I survived, how I ate or what happened. It is a black hole in my life.
The Pod williamsburg | brooklyn.jpg
A million dollar restaurant was opening on North 7th just off Bedford midway up the block. It was still a construction site. I introduced myself and went in with the media kit and magazines to meet the owners. I met the multi-millionaire, Rick and Karl told me they saw the 11211 Magazine months before and instead of opening their restaurant in Soho or Tribeca, they decided on opening up in Williamsburg.
Wow! This was because of the magazine.
Yes! They saw the same potential.
I closed a very substantial deal with them doing all their design, flyers, ads, website, menus and for close to $30,000. $10,000 of which was a barter tab so I could at least eat and drink in times of need.
I hired a friend of my girlfriend at the time. He and his wife were from Israel. They were planning to stay so I arranged the initial sponsorship paperwork through my company. They also wanted to move to Williamsburg because it was way cheaper than Manhattan.
The man I hired worked like an animal. He was very fast and determined working non-stop from 10am-6pm sometimes without even stopping to eat. Without him, I probably wouldn’t have held it together nor have continued. The man had a fierce spirit.
After 4 months of wandering around the street of Williamsburg, at the beginning of 2001, stumbling upon The Pod, somehow mustering up a contract for a $20,000 cash deal to print more magazines, and a $10,000 bar and restaurant tab, I was back in action. The effort worked.
Then the article came out in the NY Times the summer of 2001. Just before 9-11.
The_New_York_TimesWilliamsburg Writer’s Dream Magazine
I would return to Milton Glaser’s office in 2004. It was the year I was offered $12,000,000 by a venture capital group to sell the magazine, all the other media properties I created, and roll out Hip, editor-free, publications in Chicago, Los Angeles, Miami and New York City. I’d still be running the magazine and operating as the publisher.
I’d show him that my mentor Dick Raboy and the belief in a young and dire Williamsburg was now on a huge uprising and paying off big time. I was gleaming ear to ear.
His eyes were wide and when I returned with a stack of magazines and publications, a full-sized map, a few restaurant guides and a plan to expand into other cities who had areas that were on the rise to the tune of 20,000,000!
Much to my surprise, he congratulated me but was not enthused with the expansion. The reason was unbeknownst to me. He said: “You are planning to open many of these ZIP CODE publications in other cities? The Venture Capital group will fund this?”
“Yes. That’s it. There are a lot of ZIP CODEs in this country.”
He said: “This is not good.”
I asked “Why?”I was shocked.
He skirted the question, lifted himself up from the conference table and said: “I wish you luck and be careful. I don’t think you should do it.”
I asked “Why?” as he was leaving, He stopped and turned.
“It’s just not good.”
“Okay.” I said.
Never Outshine the Master.
Meating of the minds.
Meating of the minds
2012: I asked Mr. Glaser to meet one more time. I showed him the 11211 Magazine again.
He said: “Ahhh. This is Williamsburg. What an amazing success story.”
I said. “Yes, it is.”
“I remember seeing these magazines. When were they printed?”
“I did them from 2000-2006.”
“What do you mean you did them? Your wrote for this publication?”
“No. It was my publication.”
Whoops. He looked up and gave me a sharp and piercing glance. He was a little mad or perhaps, just perturbed.
“How can I help you?” He asked, almost pointedly.
“I’m looking at a creative director position at New York Magazine which I know you and Clay Felker created at this very table. I was inquiring if you would write a letter of recommendation for me.”
“I will not. I don’t know you or understand how you work. Anything else?”
His face and head is so big that when his expressions changes, it changes the entire room. There’s no mistaking the animation. He rose from his seat and said,
“I’ll have someone show you out.”
I entered the building at exactly 9:59AM. I was back on the street at exactly 10:05AM.
Maybe I was there to acknowledge the fact that Brooklyn, where we were both born and raised, had changed forever due to the efforts of myself and the staff at 11211 Magazine. That was the third and last MEATING at his office. It was also the last time I’ll ever seek someone else’s approval for anything. 😀
This includes the excerpt below where
… magazine takes at dig at 11211: NYmag.com
For New York’s founding editor, the city was like a
giant novel waiting to be written, a pageant of ambition.
And no one wrote it better than he did.
By Kurt Andersen, Published Jul 1, 2008
“The main reason that most city magazines suck, and have always sucked, is that their founders misapprehended Clay Felker’s biggest Big Idea. The brilliant germ of this magazine, when Felker launched it in 1968, wasn’t the duh geographical idea, covering a particular set of ZIP CODES stylishly and colorfully on glossy paper. Rather, New York’s central subject has always been our local pageant of ambition, the yearning and hustling and jostling for power and—even more—status. The magazine was conceived as a kind of gleeful, fervid, useful weekly chronicle of social and cultural anthropology, descriptive but also prescriptive (the grooviest merchandise and experience and art to ogle or buy).
Ha! I’ll toast to that.
No. Wait. Fuck.
Dat boy be dishin’ me.
I apparently have much
more meating to do.
A brand-spankin new production company.
Have a nice day.
We cost more.
We do better work.
We have more effective results.
We do advertising and branding on steroids and crack.
BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples’ lives.