The methods we employ for clients at BinkNyc Culture utilize methods that many traditional marketers would consider peculiar. The methods seem strange in that logically the methods shouldn’t work and often don’t make sense. Sometimes that butt up smack in the face of complacency and for outliers only.
Well, we were taught and trained by many renowned, legendary admen from old school admen from Madison Ave. ad agencies. We’ve taken their approach and methods and coiled them into a high tech model. Today we are in an entirely new realm of technology compared to the elder days of yore. Ye antiquated advertising and marketing techniques of ancients are dead.
Today, we have Neuroscience and the use of MRIs (magnetic resonance imaging) and they are giving us a tons of useful data and deeper insights to the human brain. More than ever before. For the first time in human history, we are able to look at the brain directly see what we DO and DO NOT respond to in the external world.
Imagine the delight of us marketers in being able to test market ads and instead of asking people how they feel about it, we watch their brain scans. Old focus groups had long conversations to test campaigns but today we can see it with an MRI… This new factual scientific data now allows us to produce measurable and predictable responses for our clients. We call this new system of neuro-information; the Neurochemical.
The Neurochemical is a compilation of the best of 86 scientific findings (tenets) which we have identified as Human Default Patterns. We, as a species, have intrinsic qualities and are far more predictable and consistent, behavorially and biologically than we openly care to admit. These 86 identified patterns are also aligned with a human’s subconscious and emotional desires. The results is 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 indeed, an 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 inescapbale and predicatable responses.
A question you may have is “Fine. I agree. How does this get applied to a 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 understands feelings.
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.
Another client quipped: “This is like advertising and branding on steroids and crack.” We couldn’t agree more.
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 weren’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 to have our team train 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.