Alexandra Tyler
We worked with Ms. Alex A. on a Guess Girl campaign way before she finally decided to do Playboy.
The Rest is History.
Clients
Neurochemical: Business as Unusual
“Heroes are born every day
but, a fool
is born every minute.”
— B. Iversen
We’ve identified 5 steps to any successful brand or business. Most successful businesses stumble upon these steps almost accidentally. The ones that struggle or fail are usually missing one, two or three of these 5 critical steps. Here’s the little list of the Big 5:
The 5 Steps:
- Research
- Branding (why you exist)
- Design (intention)
- Communications (a strategy)
- Advertising (includes PR)
Most businesses do a copacetic job with no research, no real brand message or persona, they usually have a decent or good design (logo or logotype), virtually no real communications strategy, and rely on advertising, public relations or networking to meet their income needs. These missing or half-baked steps are sub-optimal. They’ll lead to difficulty in time.
For instance, a well-thought out, planned strategy is always optimal to mere tactical responses. Tactics are single step moves whereas a strategy has several advanced moves and is ultimately comprised of a series of tactics.
The purpose of BinkNyc Culture is to backtrack and get all the 5 steps dancing in line. The tighter a business is before pushing forward with a PR or advertising campaign, the better. This refined approach produces predictable and measurable results in the hands of a seasoned marketer, ad man or publicist. Yep, that’s us.
When I’ve tried and tested this with businesses over the 25 years, it works predictably. This happens with little effort if planned correctly and with a little practice. Oh, and discipline.
If these 5 steps are executed, even with moderate precision, the Brand supports itself and actually brings customers to you without you reaching out to them at all. It’s amazing.
Any great Brand knows their customer better than their customers know themselves. I’ll use a metaphor to explain this because the intelligent people I’ve met get a firm picture and visualization in their minds eye.
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Building a business is just like building a house or building.
The first step before deciding on a property to purchase is to know that you are building on solid land. This requires surveying the land and doing Research. It’s astounding how many people leave put this step. 95% of them will be out of business or hit a low glass ceiling in 5 short years.
This Research will tell us what the available client base might be and what that client wants and their lifestyle. Research also tells you what steps to take and what clients or customers search for in the market. Backing up into our building metaphor, it is just like getting a survey of the land. It’s Research which is based in factual information. That’s always the first step. Get the facts.
The second step is Branding. This word is grossly misused in the vernacular but it is just like the basement of a house. It is the foundation that holds a house in place, like a rock. It tells us how high, wide and deep a building can be made and if we are able to do a two story house or an income producing skyscraper. This naturally depends on how wide, deep we go and how tall you want your business to be. We hardly ever consider the foundation of a house or building we enter into but, this foundation (Brand) makes it all possible. This foundation is built so when the heavy rains fall it doesn’t wash the house down a river. Again, the Research will tell you what brand personas and metaphors are available among your competition.
The third step is Design. The design you use, as the face of your company, should be based directly from the findings we have discovered from the Research and the Brand (the first two steps). Back to the building metaphor: the survey of the land tells us what steps to take and how deep, far and wide we can build the foundation. The Design is where you intend to place the windows, doors, ceiling height, and room sizes.
The fourth step is Communications. This is how your clients and customers want to be treated. What you say and how you follow up with them keeps the business flow incoming and steady. It is also a plan as to what to say to clients and do to get to engage or re-engage and convert them for an up sell. Our building metaphor utilizes plumbing, a/c and heat, water, gas lines, electricity and telephone/wifi as metaphors on how the building (or business) communicates with the external world (clients and customers).
The fifth step is Advertising. You already know what this is because you see it all the time. If you have used a publicist in the past, they’ve probably went over briefly as to what your research might be, what your brand might feel like, what a design might look like and ways to advertise your business to the people and out > through the media. In our building metaphor, these are the most fun tasks in putting the final touches on our house or income bearing property. They are the furnishings, paint colors, door handles, carpets, curtains and window treatments, desks, chairs, couches or beds and all the pretty things we like to shop for.
Now….
Here’s the challenge.
Before surveying the land of a building or home, you would dig a hole to put in a foundation. Would you start by buying all the beams, iron framing, studs and sheetrock, windows, doors and door knobs, electrical conduit, plumbing, vents, a/c units, the stove, sinks and toilets, plates, knives, forks and spoons, and window treatments first?
Or
Would you dig the hole first and pour the concrete and give it time to dry before testing it for stability?
You know the answer to this one. 😀
There is a Process and order to businesses and building a business so you don’t have to advertise or use PR schemes to convince clients to come to you. This approach hardly ever works and usually leads to a pricing war. These tactics rarely work today in America. We are in the digital age. Advertising and PR are cheaper to get than ever before.
If you survey (research) the client ecology and brand (place brain tattoos) directly into their skulls of why you do what you do, they come to you through recommendations and a fantastic use of skilled word-of-mouth campaign.
Back to a real-time business application of this metaphor and technique. I’ve spent the better part of 12 years refining and mastering it.
It is without fail that you can set up a tent on a lawn and sell products and procedures and line your pockets with the money. This happens all the time with upstarts and works well for business owners at carnivals, festivals and on the street, but when COMPETITION comes around with a building (business) that is more permanent and stable; one who did their research; knows their customers better than their customers know themselves (branding); design something that reflect the brand and fits the customers deeper needs, wants and desires; communicate with clients and customers in a way where they feel cared for, special and respected, and having each client that walks in the door become a business’s ambassador and biggest fan… pr and advertising become bold, highly profitable and very promising endeavors.
Today’s media ecology, particularly in social media, has driven a $72,000 full page insertion in Playboy into something tangible that can be done for pennies on the dollar on Facebook, Twitter and Instagram.
The question that arises in my mind is how many PR firms and Ad agencies can and do show repeated instances of measurable and tangible results. More importantly is how many of these firms can guarantee their methodology and execute plans in generating those results?
I hope this adds some clarity to your current or future endeavor(s). Good luck!
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BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples lives.
ReBuilding the NAMM Brand
Photo By: Andrew Toth
Ron Wallace was the very first fashion designer to sign up with the hybrid fashion incubator called Manufacture NY (MNY). At the time he was doing a clothing line commonly referred to as “Street Wear.”
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Ron is a bit of a phenomenon and had notable success early with his very first t-shirt, street wear fashion line. Each t-shirt was fetching $40 per item. When it came time to join MNY, he was immediately adopted by them. That, and he also encapsulates the demeanour of everything you would ever associate with a gentle man.
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MNY assists fashion designers by providing a real-time space where designers can work, create patterns, and develop their clothing lines. Additionally, they have access to some of the best resources and materials offered in NY (@ wholesale rates).
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Ron’s private label is called NAMM New York. I met Mr. Wallace through MNY when I accepted the position (@ MNY) as the Brand Architect last February. Incidentally, I introduced MNY to one of my contacts who subsequently got MNY a $3.5 million grant through a partnership this past year. That’s a win.
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At some point, Ron realized that he needed a brand. Brand, the word, means completely different things to different people nowadays. Graphic and web design firms who normally handle corporate identity programs believe that they can add a “mood board”, some copywriting, demographics into the mix and call it a “brand strategy.” They charge out the whazoo for these additional services and according to most Branding professionals, this is subpar. This is pure and plain naïveté twofold:
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1. Shame on the design firm for selling this
subpar service at a premium price to clients.
subpar service at a premium price to clients.
2. Partial shame goes to the uneducated clients
for not knowing exactly what a brand actually is.
for not knowing exactly what a brand actually is.
(See here: What’s a Brand?)
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Well, it had been months before Ron had put together all the resources and capital into developing NAMM New York . He’s decided to place his company through one of BinkNyc’s specialized and neurochemically-charged Brand—IDs. I believe he’s impressed.
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Months ago we started working together and have sat, worked and talked over 50-60 hours to date. We are almost 1/2 way through his Brand-ID. He’ll soon be well on his way.
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$20K OFF THE CUFFBefore completing the NAMM Brand—ID, Ron approached me with a problem. He wanted to do a fashion show and would need to raise $15-20K in corporate sponsorships to get the clothing line together and join one of the many venues for this upcoming fashion week (Feb. 2015)..Since Ron is at the MNY incubator, he has access to all the resources MNY has. One such resource is the second largest camera retailer in the entire US, called Adorama. I also helped MNY get into one of their old They are in NYC. I suggested he go to them for the money he needs for the show. He asked: “How?” I answered: “By leveraging the audience and attendees you have and introducing Adorama’s product and service line to them.”
The problem is that there wasn’t enough time to get the money and do the show this February however, we can start preparing for the Fall show now months in advance.
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He needs $20K. No problem. We can do this.
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Below you will see the type of proposals I design and the creativity involved in creating a win-win situation that is profitable for both Ron @ NAMM New York and Adorama:
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FACTS:
Adorama has and sells cameras.
Ron is a fashion designer.
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Fashion shows and fashion people use photography and photographers. In this respect, NAMM and Adorama can truly benefit each other. I suggested that Ron design a fashionable merchandise line for Adorama. We are looking to start this merchandising line first with designer t-shirts.
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Adorama is owned and run by Hasidic Jews and they know their customer. More importantly, they know the power of merchandising and placing their logo on the shirts of every employee in the store.
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We offered Adorama the idea that NAMM be used to fill this gap. Luckily Adorama doesn’t even sell t-shirts to their customers and fans. Ron will make and design the shirts and drive his customer to sell a street wear line from the Adorama web site with the Adorama logo/Corporate ID.
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The tee shirts will be $40 each and Made In NY. If we sell 500 t-shirts @ $40 each, that’s $20K. If Adorama sells more than that, they additionally keep the extra sales. We’ve now generated a profit for Adorama. Adorama‘s website already generates 200K hits each week. This is also great exposure for Ron and his clothing line.
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It’s a win-win.
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Ron will get $5,000 upfront to develop the t-shirts. After he sells 400-500 t-shirts to his and Adorama’s audiences, he gets the other $15K to roll out his clothing line in time for New York Fashion Week (NYFW) in September. Ron also brings value to Adorama by introducing his dedicated audience to the new merchandizing page on the Adorama website where he will sell his shirts.
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Ron also gets seen and introduced to 200K NEW weekly viewers who go to the Adorama website and ultimately gets the money he needs to produce a seasons’ fashion line and show.
That’s what Brand building does.
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So what have I gotten out of this? Nothing to write home about yet. I’ll jump on board with the normal 15% commission once this deal goes through and I’ve generated some capital for both of them. If they want to place a retainer or deposit down, we can do much more. If they don’t then let’s place a bet of BInkNyc’s skills and you have no risk, with no money down but, we raise the commission to 30%.
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REMEMBER: 70% of something NEW is still better than 100% of what you have now. We like when new clients underestimate our effectiveness. They’ll have one hell of a story to tell about us someday.
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We will help Ron become a national brand in the coming year or two. This is possible because he is open to the seasoned, tried and tested Brand—ID.
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He attempts these techniques weekly and is given assignments. He sees what is working and what is not. He asks great questions and he’s heading into mastery with results that are very measurable. He’s also hungry for more and reminds me of a new age hero in which great legends and ancient mythology is based.
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You may love this:
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BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples’ lives.
Top 4 Reasons People Buy Fine Art
To help my Fine Arts friends in art school in the late 90s, I came up with 4 reasons people buy art.
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Here they are:
1) an investment
(the great ones increase
in value and are rented or sold
to collectors or museums for profit),
(the great ones increase
in value and are rented or sold
to collectors or museums for profit),
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2) because the buyer believes,
likes or agrees with the ideals
of the artist or is their friend,
likes or agrees with the ideals
of the artist or is their friend,
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3) to display their wealthand show what they’ve
spent their money on,
spent their money on,
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couch art
4) because it aesthetically goes
well with their interior decor and matches
the furniture in their home or office.
well with their interior decor and matches
the furniture in their home or office.
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____________ fini ___________
Miraculously, Another reason
I found out today
was, purely and simply,
to support a living artist.
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Odd as this may sound, I too believe in these values as another great reason.
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This is Cono Natale…
Cono Natale gave me a 5th reason.
ConoNatale.com
Thank you, Cono….
Breuk
So, which category would this art go under?
Is this even art at all?
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Join us at:
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BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples’ lives.
We wish you …
. . . and your family a wonderful and . . .
It’s been an exciting week.
Queens named
TOP TOURISM
Destination by
Lonely Planet.
How about those apples? 😀
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BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples’ lives.
Neurochemical: Kill the baby.
You have to love life.
We think we have a
good handle on a few
things and then…
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) ) > WHAMMO < ( (
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… someone else comes along and knocks you off your feet. They hand you some humble pie with their in-depth insight.
I recently met a person who also refers to themselves as a mercenary. In 20 years, I have only met one other who refers to themselves as that. That person is me.
We do do the dirty work.
For the last two days, I’ve spoken for hours with a beautiful young woman who had just recently come back from a tour of duty from the Middle East as American military. She is true blooded American and happy to be home again.
We sat for a many hours in Astoria, Queens eateries, beer halls and shared stories. That was the first day.
The second day, we walked and talked for several hours resulting in much deeper conversation. It was about the mercenary lifestyle and the challenges and rewards that come with it.
I can’t share her identity, her position, her photo or most of her stories, but, can say that I was left jaw dropped and dumbfounded.
We were talking about business and companies and after telling her a joke called: “The actor who was out of work,” she reciprocated with an idea called: “Kill the baby.”
It immediately reminded me of the biblical story.
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Literature
“Kill the baby” may have been originated in the bible. It’s an Old Testament story of God telling Abraham to kill his son, Isaac, to prove his unmoving faith and devotion. He was told to do this from a voice in the sky.
Then, at the last minute just before Abraham is about to sacrifice his son, on an alter, knife in hand, an “Angel of the Lord” calls off the murder, blesses all of Abraham’s descendants and they live happily ever after.
He didn’t “Kill the baby“.
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Architecture
Most architects learn how to design a building or home that is something of innovation and beauty. They are less concerned with the actual engineering and physical compliance needed to erect that building. Architects bring the original plans to engineers for editing and certification. The engineers are more concerned with the material matters used and that the structure will work with the undeniable laws of physics and nature.
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They are not interested in signing off on a fantasy.
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This is the dirty work. The engineers “Kill the baby” of the architects.
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Hollywood
“Kill the baby“, as she had explained, refers to a director’s original vision of a movie. It is like a baby. The director had a vision and is in the business of executing it.
The director hands over the footage to an editor and producer and they create the final movie we see. The producer then tells the director they must “Kill the baby” so the editor and producer can create a HIT.
When we see a director’s cut, it is often very different from the “final cut” of music videos, commercials or movies. The director’s cut is often subpar to the blockbuster version created by the producer and a great film editor.
The producer has to tell the director to “Kill the baby.”
The director is concerned with an aesthetic and their artistic vision. The producer and editor are primarily concerned with creating a Hit! Here is where the conflict begins.
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A Company
Your business idea is a dream and it is your baby. Your vision is the baby Isaac. Your dream home is one with no columns, no plumbing, no unsightly electric wires or wifi cables which block the beautiful view. Your company’s dream and vision is like an original “directors’ cut,” pure and good.
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We come with sickle in hand.
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Once we follow the natural laws of market science and nature’s laws of physics, we can turn your company or business into blockbuster hit. We make it so it sells itself.
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First, you have to “Kill the baby“.
BinkNycCulture is that angel messenger, the engineers and editors that take most of the pieces of your vision and fashions it so works optimally with the available markets, touches your client emotionally and subconsciously sells better.
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We do do the dirty work.
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Finally…
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In human development, when we find out that there is no Easter Bunny, no Santa Claus and that you CAN’T click your heels three times to magically transform you home, we “Kill the baby“.
Some businesses need more Romance in their story. Some need more Drama. Most need less logic and more emotion and address the audiences subconscious. What we do is tweak your dream/vision graphically and literally so it sells better. So it sells itself.
People don’t like to “Kill the baby“. They hire a mercenary to do it for them.
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We do this so businesses get more of what they want rather than what they dreamt it to be like.
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Are you ready to “Kill the baby?”
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We can help.
We can help.
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We do do advertising and branding on steroids and crack.
Thank you for understanding.
Breuk
(718) 578-6613
• Here are some “Greatest Hits“.
• The King or Queen or Rich dilemma.
You can’t be both.
• All business is therapy.
• The King or Queen or Rich dilemma.
You can’t be both.
• All business is therapy.
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BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples’ lives.
Neurochemical: Sweet Janes logo
Try to take a lemon and make an apple.
There’s been an interesting development since this past summer and something we’d like to refer to as a strategic partnership.
See the initial article here:
< link to: I Scream >
Usually we are always talking about a project’s development after the job is done. In this Neurochemical entry we are including you in the step-by-step process of this new business in Astoria, NY (Queens). The name is Sweet Jane’s Frozen Desserts.
1) She had to choose a new name because of a potential trademark infringement. The firm found Sweet Janes, without the apostrophe, is free and clear. This is now the new name.
We won’t go into all the fuss and bother with the all the research we did because most people consider research boring and useless. To those people that undermine the usefulness of painstakingly gathering hard data, we say: “Go to take the Law Society Bar exam or a Board Certified Medical exams WITHOUT RESEARCH and let us know how that works for you.” 😊
2) as of the date of this entry we still haven’t completed all the Branding (Brand-ID) on her campaign yet but have placed a few elements down that work.
3) We are jumping ahead of ourselves on the Brand aspects and looking at the logo Re-design. It’s not a huge mistake skipping this step because we know what we are doing. So, for this Neurochemical excerpt, we’d like to go over the process of redesigning the Sweet Janes logo.
Here’s what the logo looked like two weeks ago. I still say that it is fine.
Let’s look at this more critically.
The initial designer who did this for Jane wanted to impress the idea of duality:
- The horns and the halo.
The orange and the purple.
The two different fonts of the “S & J”.
Well, this is fine, not great design but for a single shop business, it’s okay. Now if you want this little business to grow into a larger brand (thinking 5-7 years down the road) this is a dismal failure. Let’s make the switch NOW before Sweet Janes gets too far into the public eye.
First, (1) All logos have to work in black and white.
I played with the propositions so when it is either shrunk to a quarter of an inch or blown up into a 30 foot building mural it will still look good and be readable. Now it will read better and be recognizable.
Second (2) I used the measurement in the golden ratio from Pythagoras and moved the halo up higher to achieve this proportion.
Ah, it does look better and feels much lighter. This took me a couple of days. It’s difficult to make something look simple and effortless.
Third (3), I fixed the proportion to make it 100Xs more readable even at a small size:
^ The middle one ^ reads really well. The SJ is proving to be distracting and confuses the reader.
We’ll use the second one.
Next, we’ll play around with the font and place a banner on it. I wanted to make the banner look like a halter top, underwear, some thing sexy, something fun and something, ‘old brand,’ ice creamy.
It’s not looking done yet… How does the logo play out in applying it to a Brand Architecture and can the colors could be used to represent different aspects of the brand?
Meh… I’m not in love with you yet. So I did a few dozen other versions.
Colors that are light like a pastel could work for a high-end ice cream.
It’s still not there. It still needs some….. 🤡 UMPH💥.
Okay… it’ still not there yet so, let’s go back to this earlier rendition, to the solid black and white. Um, maybe, maybe… maybe it has too much boldness for an ice cream brand.
Let’s try for something that might be considered a little more elegant and a little more adult.
Maybe too MANY COLORS now… although removing the banner seemed to add something very cool.
I think this is it.
I don’t usually talk about sales too much but, I’m pretty good at it.
I recently went and showed my face everyday for the last 2 weeks to get Jane and me in front of the GM at the famous Bohemian Beer Garden in Astoria, Queens. They’re only 2 blocks away from Sweet Janes and are celebrating their 100th anniversary this year. On any given weekend this beer garden hosts and serves over 2,000 people.
It will be the biggest and best form of advertising while selling 2-3 times the amount of product. Bohemian Hall will have something new that none of the other beer gardens have featured yet and we all are excited and intrigued.
Something like the logo above will work for this historic venue! We met with the GM today and have come to an agreement for Oktoberfest and their big wine weekend. If you are in the area this weekend, stop by. We’ll be serving wine sorbet and beer pops.
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We’ll be redoing the interior of the store with the logo and have created the textile below for the walls.
This pattern will be applied with a rubber stamp and ink pad. It’s a low cost solution and there’s something amazing that happens when you look at an entire wall cover with a pattern, not manufactured, but done by hand.
With the right lighting we’ll eventually have a great looking place with this logo as the centerpiece.
If you have any questions about what we are building and how we accomplish this or would like to see how we handle certain aspects in helping clients build an empire, just write us. BinkNyc@gmail.com
The Rest is History
Below is a pretty picture of a 20 year career selling millions and millions of products and services for some wonderful clients. I’m Not going to share the tales of the ugly failures and sheer stupidities. You can call me in person and I’d happily share it all.
11211 Magazine founder and publisher, Breuk Iversen is listed among one of the most prolific designers of all time.
All success stories require multiple failures and stumbling blocks to get to the good stuff. In this piece I only hope to arm you with the knowledge to make an educated decision about your mission and business. Then, when you are ready to work, we work.
Thank you.
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A great man once said:
Results are the ultimate guru.
While this statement may be 100% true, one may argue that it if someone else says it for you, you wouldn’t have to prove the results of your working career all by yourself. Hire a publicist.
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Someone wrote a book entitled Breuk Iversen. It has all the info you could find about me online and is currently selling for $40 AbeBooks.com. or Amazon.com/breuk-iversen
I recieved no call nor did they ask any questions, or for any consent to write this book. I bought two copies and then sent them back. They are useless.
It is a bunch of stuff you can get by Googling my name. There is also some rare and valuable Neurochemical writings, however, it is only useful to the most proficient marketers and ad people. It’s pretty technical stuff.
http://Amazon.com/breuk-iversen
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Knowledge, according to Plato, would be knowing what something IS as well as knowing what something is NOT. It is the acquisition of these two, Knowing what something is and what something is NOT that completes the whole picture and knowing both is what is considered “knowledge”.
Here’s the logo for an award-winning, 5th Avenue design firm (1996).
Disciplined Beauty
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The Rest is History
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Snapple (1992)
Helped develop a the campaign (Wendy the receptionist) which brought Snapple’s stocks to split twice in six months. Then they were bought up by Quaker for millions.
Helped develop a the campaign (Wendy the receptionist) which brought Snapple’s stocks to split twice in six months. Then they were bought up by Quaker for millions.
The rest is history.
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Kate Spade (1992)
Worked with Kate and her (then) fiancé Andy Spade (David Spade’s brother), to launch her brand of bags. She was still selling them on the beach in the Hampton’s until she started getting in substantial orders from retail outlets in NYC.
The rest is history.
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Ben Sargent (Food Network)
Ben was a long-term and consistent advertiser in 11211 Magazine for years. When it came time for him to graduate from Williamsburg forever, we set him up with his first nationally syndicated TV show.
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Alexandra Tyler
Alexandra Abercrombie (Playboy)
“The media push you did for the (Guess Girl) campaign was a great idea!
You’re a sweetheart. And thank you very much!”
See our little story here: Alex Abercrombie
Or a year later where she appeared as
Alexandra Tyler in 
as Miss April, 2015
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Scot Rossillo (The Bagel Store)
Scot invented the Rainbow Bagel and was also a long-term advertiser in 11211 Magazine for years. When he first opened his Williamsburg | Brooklyn location, he called the magazine at 4AM one morning.
Here is the story of how we met: The Bagel Store
Here’s the original ad that launched his business:
You may have heard of Scot.
Maybe not, but you’ve certainly
read about his Rainbow Bagels:
The rest is history.
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Somalogy
Tyr Throne was struggling with his Body Evolution method for 35 years. We needed to rebrand his method. We replaced all the imagery and verbiage from Body Evolution to use a professional medical name (Somalogy). Prior to the name change he was getting single digit results in client obtainment and client conversions. Today, he is in the 70% range for both. Now he can expand his practice and methods and has enrolled practitioners internationally in Japan, Germany, and the South Pacific islands.
See the full story here:
Somalogy
The rest is history.
Tyr Throne was struggling with his Body Evolution method for 35 years. We needed to rebrand his method. We replaced all the imagery and verbiage from Body Evolution to use a professional medical name (Somalogy). Prior to the name change he was getting single digit results in client obtainment and client conversions. Today, he is in the 70% range for both. Now he can expand his practice and methods and has enrolled practitioners internationally in Japan, Germany, and the South Pacific islands.
See the full story here:
Somalogy
The rest is history.
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4A’s
They contacted me out of blue and wanted to hire me to be on their iLab team. Apparently, I’m one of the few seasoned designers and AdMen to apply these new Neuroscientific findings to advertising, branding, communications and design. They got it right off the bat. I’ve signed an NDA with them and can’t tell what we are working on or developing there for last couple of years. The only thing I can say is that: It’s Revolutionary.
See: Press
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Coach Leatherware and Kenneth Cole
While at KBSP.com I worked with copywriter, Andy Spade and a slew of great art directors on a number of successful campaigns. Coach and Kenneth Cole were among them.
The rest is history.
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XXL Magazine
Hired to run an SEO campaign to stabilize their position as a stronger Media Property (print and web). Was also hired to promote one HIP HOP and RAP event in NYC. I suggested they use using Social Media and more specifically, Facebook. They were running into a problem with low ticket sales for this one event at the Highline Ballroom. We ran a 24 hour blitz and filled the place to capacity. Not only that but we had a line around the block until 2AM using Facebook. 24 hours and a modelst $500, we nailed it using Facebook’s fantastic ad platform to hit the target market between the eyes.
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The Loom (Bushwick | Brooklyn)
While leaving Williamsburg and looking for the next “new” place, I moved to Bushwick | Brooklyn. One of my old employees from 11211 was working for a real estate developer as they were building out and designing a new space for a Mini-Mall. They asked for my opinion on the layout and design.
I studied the plans and told them why the entire space needed to be reconfigured. They agreed even after the plans had been submitted to the building department. It was a good decision on their part. I re-design the entire space and today they have 0% vacancy.
See: Shops at the Loom
The rest is history.
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City Acupuncture
Robbie and I go back a number of years. I helped him when he first opened this business on W14th Street. At some point after moving downtown, right after Hurricane Sandy he lost a couple of hundred customers. The hurricane really impacted his lower Manhattan business. We placed a lot of emphasis on E-mail blasts and his Social Media (Facebook, Twitter and LinkedIn) profiles and created an upturn trajectory. Today he has the second largest community acupuncture clinic in the US. It’s first largest on the east coast.
See Case Study #3
See Case Study #3
The rest is history.
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Williamsburg | Brooklyn
I hadn’t realized the full impact 11211 Magazine had until 2012. I spent a month doing online research and pulled some startling dates and numbers showing that the 1/2 million copies of 11211 Magazine had a direct impact on Williamsburg | Brooklyn. I then hired a researcher from Martha Stewart to see if his findings were the same. They were.
In 2000, the borough of Brooklyn wasn’t even looking at tourism numbers. I’ll eventually argue that not only did I promote and put in place the “arts and culture” persona you’ve come to know as Williamsburg but, additionally created a HUB (Bedford Avenue) as an entry point to make Brooklyn cool like it has never been perceived before.
The work I did correlated directly with the influx of massive traffic to the Brooklyn area. Williamsburg became a heavily adopted brand over those six years. This shows what you can do with a high-quality, color, glossy magazine with subversive and 150 rebellious writers, 200 illustrators and 350 up and coming photographers.
Since peaking at 15M tourists in 2010, Brooklyn today still draws 11M tourists nationally and internationally. Good.
I was then approached by NYU – Stern School of Business. They created this video.
Here’s some of the research findings:
See: Williamsburg | Brooklyn
The rest is history.
See: Williamsburg | Brooklyn
The rest is history.
Williamsburg, Brooklyn 11211 Infographic (Williamsburg Culture)
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Cross County Federal Savings Bank
An ad campaign we did to launch a Queens bank in Brooklyn, on Bedford Avenue. The single ad we designed generated 250 new accounts the very first week. 1,200 new accounts were opened in the first two months.
See the video: Cross County paid $5K and gained $150K in new accounts
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Current Projects:
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Fashion Week Brooklyn [ fw|BK ]
BinkNyc Culture founder Breuk Iversen was named the Brand Architect of Fashion Week Brooklyn (09/2016). We are currently completing the 2016 shows and season before relaunching the fw|BK brand. The goal, as we expect it, is to have fw|BK become the fashion face of Brooklyn. It will take us about a year to complete the assignment and make fw|BK profitable by the fall 2017. Once we have some noteworthy designers who want to participate in a Brooklyn brand, we’ll be on our way.
See the video featuring the founder Rick Davy:
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This is the process we use:
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If you have something that you plan to do and believe it has the potential to be a national bestseller, let’s have a conversation. Take that first step on the path of a thousand miles. And if you hire us, we promise, it won’t take a decade. 😀
We have a no money down option for people with doubts. Maybe they don’t truly believe in themselves or their idea. Either way, the deal is: We will take 50% of whatever we bring in.
Read the next paragraph.
FAIR WARNING: We did this for a client in 2014 and helped them obtain $3.5 million. They had no idea we could do what we did. They now owe us $1,050,000 in commission. They are NOT exactly happy about this but, a deal is a deal.
Otherwise, our normal commission rates are competitive at 30% with 10-15K down. We have other cost options as well. All these conversations will lead to greater clarity.
Thank you…
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BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples’ lives.
Other little local brands we loved to help:
Beehive Salon (Williamsburg | Brooklyn)
In 2002, Melaina Ulino came from a well-established Fifth Ave. salon and opened up shop in Williamsburg | Brooklyn. Her press agent called and had invited me to see the space that she was opening. We offered her a whole package; ads, a website, brochures, bus. cards and helped sustain her business (Downtime Spa) for over a decade.
When I heard that another local salon wanted to sell their business, I arranged the initial meetings, helped facilitate the deal, removed fear/doubt on both parties and Melaina eventually bought Beehive Salon. Since the merger, we’ve trained her staff in expert Social Media engagement.
The rest is history.
The rest is history.
Sweet-Janes.com
From the first year to the second, sales tripled. From the second year to the third, sales doubled. This was done by implementing a very specific Brand—ID methodology with practically no adversiting.
Having a great Brand is one thing. Having a great product to sell brings the Brand—ID and product together to create an item that is in-demand. The Brand—ID brings in subconscious and emotional components which make up 90-95% of all human decision making according to recent Neuroscientific (MRI) research. Advertising quickly becomes irrelvant when compared to a tight ad well-executed Word-of-Mouth (WOM) campaign.
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Juliette Donatelli came to me and needed help with a way monetize her blog site. We went through several variables and options to make her zero $ generating blog into $3,500 per month website. She’s now doing this blog and consultancy full time. You don’t see the advertisers banner ads because the “ads” (products and services) are now a very seamless part of the content.
Neurochemical: She wants to shoot me
She really, really, really does.
If you inquire, she might come and shoot you too.
Julien McRoberts is a top notch photographer who is as obsessively psychotic about her work as I am. She’s just a whole lot prettier, taller, cooler and a lot less of a loose cannon than me.
I’ve stolen some of her images and placed them here for you to see.
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I did this for you because I love you
and don’t want to shoot you
unnecessarily but she does. 😀
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^ This is an example of a cool portrait.
Julien and I met last winter at my favorite black and bold watering hole: Starbucks. She and her husband Jerry had moved into the Flatiron District. They came up from Santa Fe, NM, within the last year.
She wants to get her photography into the NYC ad agency market. We thought I could help. I agreed. 😀
I was pretty blown away with her work because not only are these shots aesthetically amazing but, they are also perfectly suited for ad campaigns. There’s enough space for a headline and text and even more compelling is that she is able to capture a mood and feeling.
This is no easy task. The feeling is what we art and creative directors are after, and she does it with finesse and style.
Her attention to detail in her retouching is picture perfect. I was very impressed from the first time we went through her book —excited with desire.
Months have passed and we finally got around to working together last week. Her mission is to get in front of advertising folk and my job is to get her there.
So here’s what we are doing:
Julien has a purchased list of a few thousand national ad agencies. Instead of going directly to the creative directors, we are hitting 100 art directors first. It’s our little test market and sample survey. The findings we get from this feedback will lead us to the next steps on our path.
The intention is: When the creative directors see the new profile pictures of their art directors from Julien, they’ll inquire. We are expecting something good to happen and she’ll get hired, maybe.
Either way, in-person connections are made and we get her in the front door.
We set a soft precursor for the complimentary exchange that the art directors MUST agree that they have to buy her a Starbucks coffee when she returns with the completed image. 😀
She’s complied a short list of 100 art directors at some of the biggest, baddest and best ad agencies in NYC. Many are from award winning firms “who get it.” The plan is to send a few Neurochemically-Charged e-mails to shoot into their skulls and get them to meet her face-to-face.
I think she’s a real charmer. She can take it from there and we’ll figure out the next steps as we go. We’ll be going over each and every exchange in the interaction she has with them, like we are planning a murder.
When it comes to actually pricing out her work, she’ll get more money because I will act as her publicist. I’ll be her hired mercenary and play; bad cop.
The idea is to offer them a complimentary head shot. She normally charges $527. for this service but, when she gets a job at any of these ad agencies, she’ll wind up making anywhere from $20,000 – 80,000 dollars per project. She normally has a substantial budget set aside for make up artists, a photo assistant and for bigger jobs, a full lighting crew.
This plan we’ve set puts her into their office twice:
1) for the actual photo shoot.
2) for the follow up and delivery.
The subject line for the e-mails is:
“It would be my pleasure to shoot you.”
We had to come up with something more creative because these are the créme-dela-créme of the creative industry and forward thinkers of the world. They have seen it all, are used to and safe with something a little risqué and are a hard nut to crack.
The headline engages the reader through a mild threat. After this initial shock passes in the first few seconds, most intelligent and creative people will get the joke. It is both emotional and neurochemically sets off a small series of neuropeptides.
We shouldn’t get much better than a 5% response on this first e-mail because it is super short, simple and takes less than 15 seconds to read. When you click the link, you get to a password protected page.
The password we chose is: “phuck yeah”. Her target audience is mostly young and creative and people that see and hear this type of language all day.
I could write an entire book with all the Neurochemical psychology behind this seemingly simple campaign and will spare you all the medical jargon.
Here’s the snapshot of the e-mail:
Clicking the link and entering the password brings you to the landing page where you see this gentleman:
“Say yer prayers, Vermin.”
Here’s what you see when you click through to the page: 
Most small business owners I’ve had the pleasure to work with wouldn’t have the guts to do such a campaign. They are fearful and worried about how they will be perceived and what people might say or think about them.
They go for the safe and sound, tried and true, being politically correct and when they color with crayons in coloring books, I’ll bet they stay within the lines.
They think inside the box.
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Then some wait until they are absolutely desperate and scared in which time, they no longer have the financial resources to fund an attention-getting, eye-catching campaign.
Click below to get directed to her compelling website. And then hire her to take some great photographs of you, your family, your pets, you in your favorite yoga pose, and your nose before you get plastic surgery!
Heck, why stop there. Invite her over to take photos of those interesting meals you put up on Facebook. 😀
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The reason why we are able to do such a campaign for Julien McRoberts is because
1) She has her brand in place.*
[ *Remember: a BRAND is the experience that your customer or client is left with and Not necessarily what you are putting out there. She also knows exactly who her target market is. ]
2) She has her logo, website and business cards already. [ DESIGN ]
3) She is warm, friendly, and has very professional, has long-standing, well-maintained, relationships for years.
[ Communiqué Stratégie ]4) She is ready to do an advertising campaign which we are directing to advertising agencies where “RADICAL” is not only warmly accepted but, lovingly embraced. [ ADVERTISING ]
She’s not afraid to do this because the ad industry thrives on this type of creativity.
What are we charging her?
We are running a three month campaign at $2,500 per month. This is all provided that she runs the campaign based on exactly what we advise her to do.
So far. so good.
When I get a client who is willing to pay $7,500, it is my responsibility to develop a campaign that that campaign will make them a $23,000 ROI (return on investment). This is the only thing that makes sense to me. It is also a good business model.
If she wants to interject on the radical and creative approach we have designed for her, her campaign won’t do nearly as well. The numbers will drop and we can no longer be responsible to refund her her money. She knows this and has agreed. We are all very excited.
I’ve given her many of the Neurochemical metrics and have spoken to her at length about how the eye, ear, and brain works. She gets it and is very impressed.
She now knows and understands that 90% of the human being’s decision making process is emotional and that 95% of the decision making process is subconscious first. We are now tapping into that disposition with this campaign.
Out of 100 I am speculating that only 5% of the people will respond to the very first e-mail. They don’t know her from a hole in the wall. They get great photographs to look at all the time.
What they don’t have is great photographs of themselves. After checking some of the art directors out on LinkedIn, this speculation is true and here comes Julien with her $40,000 camera to fix that.
They will hire her. You gotta have faith. 😀
The remaining 95% we will engage with the next 4 e-mails, come hell or high water! ;D
Breuk
Call us. Don’t be a chicken.
We like chicken too. Chicken are good people.
[ 718 578 6613 ]
We do advertising and branding on steroids and crack. It’s not real steroid and crack but like steroids and crack. It’s highly doubtful that there are idiots out there reading this and ACTUALLY think we are doing steroids and crack but, you never really know. It’s a crazy world with lots of strange things going on.
I figured I’d cover my ass, just this once, and spell it all out. 😀
BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples’ lives.
Well, well, what have we here? 
BinkNyc WELCOMES Alexandra Kievsky to BinkNyc.
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Neurochemical: Cigar City
0- Cigar City is this coming week: Wednesday, May 14, 2014
You can just SIGN UP HERE.
1- Here’s a radio interview we did on Social Media:
<click on the photo above to listen to EATING DISORDERS. >
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2- Welcome M. Wazi to BinkNyc Culture.
Investment & Venture Capital
(Finance + Strategy)
< Click the photo to see Bio >
3- HAVE A CIGAR:
Cigar City Annual Event is this coming week: Wednesday, May 14, 2014. A buck seventy-five includes light food, cigars, and an open bar (6pm-10pm).
< Attire: Dress Sharp. >
Let’s see if you SIGN UP.
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4- This may be NYCs first and only Pro Fashion Network. Sure, networks do exist but, not exactly the way we do it.
Contact: Naomi.Alabi@gmail.com to see if you qualify.
5- This week BinkNyc introduced ‘edible’ magazine publishers to some good ol’ NY Style local advertising sales techniques (on steroids and crack)
@ The NEW SCHOOL
This photo is just an exaggerated dramatization and taken 15 minutes before people arrived. While is was informative, it wasn’t all that exciting. We mostly sat and talked about poignant and effective ad strategies. 😀
Thank you.
Breuk
BinkNyc — Strategic Publicity 