The Insane Rationale:
The methods we employ for clients at BinkNyc Culture utilize many methods that traditional marketers find peculiar. The methods seem strange in that logically the methods shouldn’t work and often don’t make much sense. To the novice, chairperson, C-level executive or even a seasoned marketer, it still doesn’t make sense to take the hard sell and go for creating a deeper feeling with a company or brand.
One reason is that logical thinking campaigns are tough. They are unemotional and rely on factual data alone. The problem is the receiver of the information is semi-conscious, unconscious or operating out of their subconscious. These claims are not your normal guesswork or hunches but found proven in more recent scientific studies using fMRI, EEG, and MEG technology. It questions consciousness and what it means to seduce customers and clients. It put into question consciousness itself.
We’ve been independently utilizing research reports, neuro-psychology, biology and other algorithmic science models for over ten years (2007). This was done to become a more competitive, designer and adman, only later stumbling into the publicity and marketing titles by shear default. We were surprised ourselves with the results.
BEFORE WE GET ALL GRAND WITH YOU
Previously were taught, trained and worked with many renowned, legendary admen from Madison Ave. ad agencies and designers: Milton Glaser, Steven Brower, James Victore, Tony Paladino, and Len Sirowitz. We’ve taken their approach and methods and coiled them up into a more effective, more modern, high-tech business modality. One of the more successful agencies we worked for was Kirshenbaum and Bond in Soho. There is where we learned the power of NOT advertising but using Word-of-Mouth to create sales and revenue for clients.
One-time we were 1/2 way through a Branding presentation (delivering the final Brand-—ID) and the senior 30 year, Chief Marketing Officer (CMO) from a credit card processing company blurted out: “Good G-d, this is like Branding and Advertising on steroids and crack.” Ahhh, now he saw what we saw. My business partner and I just looked at each other and smiled. I asked them: “Can we use that one?”
The neuroscience shows the opposite to be true. Startling as this may seem, these neuro-techniques are only recently beginning to appear in higher educational institutions. It puts into question the very thought of consciousness itself.
, however, when we superimpose advertising, design, and publicity techniques over scientific data and math, psychology, neuroscience, and sociological data we usually arrive (9 times out of 10) with amazing and startling results.
In other words, the finer educational institutions here don’t teach what we (BinkNyc) do. You won’t find them in popular or industry magazines or newspapers. We are NOT a tips and tricks agency. We do everything we can to familiarize ourselves with the unfamiliar and the INSIGHT gained from some research enlightens us 9 times out of 10.
Often the techniques we use butt up… smack in the face of your run-of-the-mill marketing techniques where complacency as “good standards” are celebrated. Again, you are warned: our methods are generally for outliers. 😁 Outliers, and people who just want to make money. We are results-based so this is our focal point and how we measure the success of a campaign.
Today we are in an entirely new realm of technology compared to the elder days of yore. Ye antiquated advertising and marketing techniques of the ancients are dead, dying and rotting. We feel pity for “The Industrialists.” Today they are being overshadowed by the Information Revolution
Today, we have Neuroscience and very few marketers are now using this technology and applying it to product or service companies. We can NOW see in MRIs (magnetic resonance imaging) what exactly is going on in the human condition, for real. This means we now know what presses the “Buy Button” in the human brain.
This is the first time in human history we can actually see what is going on in the dark skull of the human being. Long-held beliefs that were haphazard in the olden advertising, psychological days of tricks and tips are now being met with hard, real data. And this is giving us a ton of useful information and far greater insight regarding decision making and the act of purchasing.
Imagine the delight of our clients having the power to control their business’s destiny. It’s pure empowerment.
Olden day focus groups had long conversations to test campaigns but today we can see it LIVE with an MRI… This new factual scientific data now allows us to produce measurable and predictable RESULTS for our clients. We call this new system of neuro-information; the Neurochemical.
In other words, our Brand—ID is not for your average bear. The Brand—ID utilizes techniques and methods which the status quo naturally; emotionally and subconsciously reject. < please read this last sentence again.
The Neurochemical is a compilation of the best of 86 scientific findings (tenets) which we have identified as Human Default Patterns. These default patterns is something we are naturally inclined toward recovering or rejecting. They are inescapable truth of the human condition.
We, as a species, have intrinsic qualities and are far more predictable and consistent, behaviorally and biologically than we openly care to admit. These 86 identified patterns (tenets) are also aligned with a human’s subconscious and emotional desires. The results are when it comes time for a customer to make a decision to purchase a person, place or thing, we know where the BUY button lives in their head. Humans are primarily predictable in this respect.
A examples of this “Human Default Pattern” is like this: We all are born as children, then move into adolescence, then to adults and finally to seniors. We don’t have to think about this everyday but there is an absolute belief, beyond the shadow of any doubt, that this is a true and inescapable truth. This idea is quietly playing in the background just below the experiences we have each day. It is in our subconscious.
Another example of an inescapable truth, aka “Human Default Pattern,” is that one day we will die. This isn’t something we can argue about. It is a fact.
Existential Death Anxiety
Existential death anxiety is the basic knowledge and awareness that natural life must end. It is said that existential death anxiety directly correlates to language; that is, language has created the basis for this type of death anxiety through communicative and behavioral changes. Existential death anxiety is known to be the most powerful form.
So when we subtly and creatively apply this these two human default patterns (or Neurochemical) to advertising, branding, communications or design, we get inescapable and predictable responses.
A question you may have is “Fine. I agree. How does this get applied to marketing; ad or brand strategy?”
Here is an ad we did for Somalogy (client):
The ad above ^ generated a thousand times more business than all previous advertising efforts. This ad appeared in a resort lobby as a large poster on a stand. One ad, one location and the production costs were $30. He went from serving 1-3 clients per week to 28 the very first week.
How does it work?
Well, the brain centers that are responsible for setting off Neurochemical triggers to instill TRUST happen in the limbic brain. When we “Have a feeling” about a decision we need to make and we don’t feel right about it, the science shows that the limbic portion of the brain wasn’t inspired or active to derive that feeling of trust. The limbic brain doesn’t understand language. It only understands feelings. Some call it intuition but today we know where that is in the brain, the stomach, and the heart.
Our rational thought process happens in the frontal cortex so what we are actually doing is using our emotions and subconscious (or unconscious) as a limbic brain function and later justifying our purchase with the frontal cortex. This happens 90-95% of the time according to Harvard University.
Additionally, we’ve taken these basic human default patterns and have superimposed them over some powerful and profound ancient esoteric traditions from Greece, Egypt, China and Pagans who had a much greater affinity and connectivity with the planet than Modern Man does. The Neurochemical is a meta-system of predictable and highly effective techniques for messaging through sound, visual and language.
Someday you may Contact:
Breuk Iversen • (718) 578-6613
Here are 2 more interesting pieces of the Neurochemical equation:
- 95% of what we think are conscious decisions are actually derived in the subconscious first. < This links to the Harvard B.S. article. >
- 90% of what we think are rational decisions are emotionally driven.
No guesswork or intuition
What is this “Neurochemical”?
When we see someone smile, we can visually describe what that looks like. Likewise, when we see someone crying or sad, we can also describe this visually. In both cases, there are certain and consistent traits that happen which give us a clear indication of what energy is happening in both cases.
The real questions are:
- When we see someone smiling or sad, why are the features of their faces subject to such configurations?
- Moreover, why is that we don’t have to teach children how to laugh and smile and they know how to do so without being trained?”
I’d like to give you a few minutes to answer those two questions and you can read the answer below as to why and how that happens neurochemically.
Here are 2 (of 80) other interesting parts of the Neurochemical equations:
- 95% of what we think are conscious decisions are actually derived in the subconscious first. < this links to a Harvard B.S. article >
- 90% of what we think are rational decisions are emotionally driven.
If these numbers are correct, then logically and conclusively, we are not marketing to a logical and conscious populace. Human behavior and decision making has already happened subconsciously and emotionally even before we’ve had a chance to open our mouths. The sale has already been made. We only rationalize our decisions in hindsight.
So let’s superimpose the smile and sad questions on top of the ‘emotional’ and ‘subconscious’ findings and see where we wind up.
Well, wait! There’s one more premise we’d like to add in to build an even stronger case. We really like the sales model that there are three things you need to close any sale:
- The customer or client has to trust you and the brand.
- They have a need or desire to buy what you are selling.
- You have to have a system in place.
Here are the answers to the questions above:
A) 90% of the time we are emotionally driven and the portion of the brain that is responsible for deriving trust happens in the limbic brain. The limbic brain doesn’t understand language and responds to chemicals and released peptides; feelings and intuition.
The pituitary, pineal and hypothalamus glands release neuropeptides which flood our spinal column and actually pull the muscles into the configurations we see as smiling, laughing, sadness and crying.
Our rational thought process happens in the frontal cortex.
These patterns are predictable and highly effective when added to techniques of messaging employed by advertising mavens. One client quipped: “This is like branding and advertising on steroids and crack.” We couldn’t have agreed more.
What BinkNyc Branding is and does.
We believe that branding is mathematical and scientific. This isn’t a belief system that is commonly held by sales people, marketers, admen, designers, branders, communications experts and publicists.
A brand may predictably, scientifically and mathematically connect your company to psycho- or sociological groups. It does so through addressing the needs. This ‘need’ based catering in the Neurochemical goes much deeper. We address their values and self-promises, subconscious dreams, and touch deep emotional places and trigger them.
Please bear in mind, we have never released this Neurochemical system to persons which we believe do not have the best interests of our species in their heart of hearts. We at BinkNyc are deeply concerned with seeing this stay out of the hands of companies and people that DO NOT have their fellow man at the forefront of their concerns. They may seek to use this system as a means for control and capitalization.
While we do like money as much as the next person, we believe that there is a healthier way to do this than what we see going on throughout the world today. BSK Defenses http://www.bsk-defense.com wasn’t happy to hear that we were compelled to decline their project to have us help them get into the Pentagon last year.
LaTonya Junior, CMO of the 4 A’s Innovation Lab called us and asked to have our team train her staff and employees at
Ogilvy & Mather
Who knows how they would be able to empower the tobacco, alcohol and pharma companies for their own personal self-interest in advancement and capital gain.
Well, that’s our little introduction. Some of the things you will read here will seem completely counter-intuitive to what the academics and blogs tell you to do.
“Innovation distinguishes between a leader and a follower.“