Most business owners and entrepreneurs are self-motivated, masters of their domains and on a mission. The more successful ones know when to reach out and get help. They are few and inbetween especially when it comes to small business owners.

All great scientists, inventors and visionaries like Edison, The Wright Brothers, Henry Ford, Alexander Graham Bell, Steve Jobs—all had a strong supportive team of believers and some amazing patrons behind them. This is what has led to their great accomplishments.

With some them, it was their wives.  This may have been the single, most important influence responsible for the amazing advancements for which they are given credit. I personally and professionally believe in this male/female dynamic as it is pivotal to the success of geniuses.

It also happens to be the way CREATION works.

[ ^ THIS is, UNFORTUNATELY, A DEEPER TOPIC FOR ANOTHER TIME. ]

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Even the unwed Jesus had his disciples. The point is:

“NO Man or woman is an island unto themselves.”

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An apple a day.  

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A new look at an old idea.

 

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Please feast your eyes on the logo below.

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Yes, this is an easily recognizable, nationally and internationally, well-known logo. Immediately upon first glance we get many other things; images, experiences and impressions happening quicker than we can consciously process them. It is like pushing an ON button in your skull—the branding ON button.

We’ll get back to this logo and the main point, right after the next 17 sentences. 🙂

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In our soon to be patented Brand—ID < check the link ) program, we use a little something called a Brand Metaphor (bm). Brand metaphors are useful in embedding messages in the subconscious and creating a greater familiarity in the customer/clients minds. It creates a subversive pull and builds a silent rapport. There’s also an emotional component attached to this. This rapport runs very deep in the himan psyche. We at BinkNyc didn’t invent the idea of a brand metaphor nor its amazing effects on the emotional subconscious. It’s been around for years. We did, however, deliberately and quite consciously ‘appropriate‘ the technique from a professor at Harvard University. .

I met a man and shared some ideas over a couple of drinks not far from South Street Station in Boston. He’s a top shelf, bourbon on ice drinker, while I prefer hoppy and bitter drafts. 

Here’s one of his many ideas:

“A lot goes on in our minds that we’re not aware of.
Most of what influences what we say and do occurs
below the level of awareness.
That’s why we need new techniques:
to get at hidden knowledge—to get at
what people don’t know they know.”
— Gerry Zaltman

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Brand metaphors work powerfully and accurate in both precision and predictability in the subconscious which is where 90% of our conscious decisions are made—like it or not. Ok… so you may be asking yourself a question at this point:

So what does this:

have to do with a Brand Metaphor?

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The answer is, quite simply: Eve-rything. 

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Where have you ever seen or
heard a story of an apple with
a single bite taken out of it?

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Take a moment to guess or answer before you scroll down.

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You may have guess it.

It’s the very same apple from the Adam and Eve story in the first book of the bible—the book of Genesis.

Ok, WAIT. Before you call me a paranoid screwball and conspiracy theorist… behold their 1976, Apple I advertisement:

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Ta Da!!!

You probably noticed a little curiosity about the price. ^ If not, have another look. ^

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Yep. That number is lifted directly from the last book of the Christian bible— the book is called Revelations. It is the number of the Beast.

So Apple, the product, was purposely branded to cover the stories from Genesis to Revelations or Alpha (A) to Omega (Ω) or the Beginning to the End.

The majority of Americans are pretty familiar with these biblical stories. Apple had matched their brand to this ancient, well-known book.

As many scientists, psychologists, great publicists and ad men already know, this is just one of the aspects many (if not most) major brands are built. The majority of the public are generally unaware of these devices and why or how these brands become something that deeply resonates with your Neurochemical system. 

We’ll just say again: It’s all Neurochemical.

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Ok… if you are still reading this, we’ll give you 2 more knowledge bites as a special gift from us to you.

1) Why is it useful to brand Apple in this way and what are they really saying?
2) Couldn’t it have just as well been and an orange, a pear or a peach?

The apple Eve ate was taken from the Tree of Knowledge of Good and Evil. Apple, the brand, additionally becomes deeply synonymous with acquiring Knowledge.

Brilliant!  This recent iteration of the Apple brand ad experience is definitely “On-Brand” as we say in the brand business.

Perhaps the $666.66 price point also suggests a convincing and seductive serpent, the devil, the beast, etc… Either way, temptations of sorts are heavily suggested here.

Choose your poison or sin. It’s your pick.

 

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There are about 50 other considerations that go into a Brand—ID. A “Brand Metaphor” is just one of the 50. Look at a Brand Metaphor like the seed of an apple compared to the branches, leaves and trunk of an entire tree. From this tiny seed, other trees can grow.

What happens after this seed is planted is to then design: logos, websites, books, products, services, and the language and the full eXperience. This happens in and around and after the brand metaphor is already established.

Branding used to mean burning a logotype on the ass of cattle for identification and ownership purposes. This is a logo or a trademark.

Today, we reinterpret this into opening up a customer’s skull and placing your company’s message and image directly in there. Then, we close the skull back up and send them on their way. If all goes as planned, the person who was in contact with with your brand metaphor then because a willing ambassador for your brand. This creates a Word-Of-Mouth campaign. This then grows organically and exponentially like vines on the roadside.

One client, a 30 year marketing veteran, saw the branding campaign we did for his Credit Card processing company and blurted: “This is like advertising and branding on steroids and crack.” 

We hadn’t thought of it that way but, yes, yes it is.  : )) 

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Well, that’s all for now.  Let’s us know how you liked this bite.

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Next one…. Coming up… We’ll deconstruct the Apple logo DESIGN:  .

We go into a preliminary understanding of the Fibonacci series, the Golden Ratio, and Sacred Geometry, all of which are Mother Nature’s blueprint and design. Human beings, plants and animals grow and develop in a very particular sequence. These sequences are entrenched in math and science and are found replete in every living organism.

We as human beings are still an animal dependent on nature for food and support. What we consider beautiful and aesthetically pleasing are mathematically, scientifically and neurochemically known.  Nature and her blueprint is all-natural, organic, supports & sustains life. Using the Fibonacci series creates amazing, award winning design solutions.

Many designers have a working knowledge about it but they don’t seem to apply it to design solutions. If your designer hasn’t used or explained this to you or incorporated it into your website, logo and collateral material, they should. Either that or get a new designer.

If you want results, you may consider calling us when you are ready to grow your business. There is so much more going on in Brand—IDs and good design than meets the eye. Major companies are built from the ground up.

Steve Job’s ‘Apple’ with a bite taken out of it was no fluke or accident. It was wholly and purposely INTENDED.

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BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples’ lives.

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DISCLAIMER

For the last two years, we at BinkNyc have been developing something called a Brand—ID.  We have signed Non-Disclosure and Non-Compete agreements and are forbidden to discuss or publicize some clients on our website.  We’ve agreed to this legally and are sworn to secrecy.

We do take this secrecy and privacy quite seriously. Our lips are sealed. Eve’s weren’t. 😀

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