Neurochemical: What a Luxe Brand might look and feel like…

I thought it might be fun to go through developing a Luxe Brand while the idea is still incubating. A business plan and its founder(s) should be flexible in aniticipation to bringing a product to the people.
I’ve recently decided to exit from the CLIENT > VENDOR relationships and (B2B) business model is imminent. It was frustrating to have clients challenge my sound advice near most twists and turns. It is likened to raising a child or a teenager, I suppose. That’s my beef.

A wise man once said:
Results are the ultimate guru.

What he meant by this was: ‘You have to make millions first then, everyone will want to know how you did it. You will have earned all the respect you need to have people hanging on your every word. Then and only then will you be able to set your price.”

He’s exactly right.

So, where is that amazing client? The client that comes in with a wheelbarrow of cash with a steel suitcase for you to carry all your winnings to the bank.  

That CLIENT doesn’t exist.

THE STORY (part 1)

One afternoon, a disagreement ensued between a client and I. The conversation was about which location her business might to go next. Her aspiration was to move from Queens to Staten Island to a new outlet mall opening up there. My vision is/was to go into Manhattan next and open a few pop-up stores for the summer. The business owner thinks Staten Island will be the next big thing. I think the hills you can see there is where we’ve been throwing our garbage for the last 40 years.

I’m sure there there is a viability to her claim about Staten Island in some distant parallel universe but, let’s not mistake that the foot traffic is no where compared to being in Manhattan.
Digging Deeper
Baffled, my only conclusion was that on a deeper psychological level this business owner is “crisis oriented.” These types are just a danger onto themselves in business. Where there is no imminent danger yet they invent something or unconsciously throw something in the way. Then, like a bat out of hell, they leap to their own rescue.

(See Neurochemical: the DRD4 R7 )
Crisis Orientation

Non-crisis Orientation

Anticipate crises
Emphasize planning
Seek resolutions to avoid ambiguity
Ask for expert advice
Follow preplanned procedures
Downplay possibility of crisis
Focus on actual experience
Seek ad hoc solutions with multiple options
Distrust outside advice
Avoid taking action and tend to delay decisions

A Harvard Neuroscientist recently quipped about this human default pattern in self-defeating behavior. It’s pretty fascinating The study observed very young children.

The child that wants a toy and then throws it in the floor and begins to cry. The parent picks up the toy and gives it back to the child. The child plays a little more and throws the toy again and cries again. The parent picks up the toy again. The child throws toy and cries, then the parent picks up the toy, and so on. You get the picture.

The behavioral scientists boiled this phenomenon down to a concise, single-serving bit: “We would rather master disappointment than seek fulfillment.”

You can easily say: “Well, it’s very young children… What do you expect?” The study continues showing that this default pattern “mastering disappointment” continues directly through adolescence right into adulthood.

Wow. I have to say when I read articles like this, they rock my worldview. So, what am I doing in this situation myself? Well, mastering disappointment, I suppose. Haha. It’s funny but not really funny. 😀
THE STORY (part 2)

As this business owner was attempting to rationally justify the viability and success of the move to Staten Island, I was on my mobile pulling up a visual graphic chart which would show the substantial difference in foot traffic between Staten Island and Manhattan. this is the one:
Unconvinced by the above graphic taken from the website, this business owner insisted that the St. George area in Staten Island will be the next big thing—if only I would just believe. I wanted to start hammering nails into my eyeball sockets to ease the pain.


Somewhat intrigued by the lack of critical and accurate foot traffic information on the web I stumbled upon a very interesting article on the website.

Apparently, a team from Columbia University with HiTech GPS and Sonar equipment scourged the nyc waterways and listed some of the intriguing things they’ve found. Among them were the remnants of an amazing amusement park called Dreamland.

My mind was blown. I have never heard about this from anyone I’ve ever known, including my father. Steeplechase, yes. Luna Park, yes. Dreamland, nothing, nada, not at all.

Dreamland was an epic 15 acre, $3.5M adult playground built in Coney Island, Brooklyn in 1904 (that’s $90.3M today)!

At night, 1,000,000 light bulbs lit the shoreline of Coney Island, Brooklyn which could clearly be seen from Manhattan. To give you a sense of scale, the White Tower was 100 feet higher than the parachute jump which still stands on Coney Island. Dreamland was burned down to the ground just 7 years later.

Dreamland was a “mortality” themed park. They had some insane attractions and happenings. For instance, opening day, the very first run of the roller coaster (Rough Rider) which encircled the park was manually operated by a driver. The driver was going too fast sending the last two cars reeling of the tracks and crashing on Surf Avenue killing 4 passengers. You would think that they would shut down the ride. Not at Dreamland!

They continued the ride without interruption. Months later, you could ride the roller coaster and the driver would slow down showing passengers where the accident happened. It was a hit!

This makes me think: Here we are at the turn of the 21st century and “We don’t know how to have fun anymore!” Boy oh boy, those were the days.

Then it hit me like a freight train:
1. What a great name for an ice cream brand.
2. What if you ate an ice cream bar and didn’t
know what exactly what flavor to expect?
“Take a freaking chance!”
3. What if one of the flavors had so much
cayenne pepper in it that it actually burned?
a. Or with sooooo much lemon that your
mouth watered involuntarily.
4. What about if it had a little prize in each box.
5. What about a little booklet with a brief
history of the forgotten “Dreamland.”
6. Brooklyn Brands are hot right now.

One thing is for sure: “We don’t know how to have fun anymore!”

Yep. You laugh now but, these are the type of big ideas that actually work in the marketplace. In fact, I’ll go a few steps further and do a series of Neurochemical excerpts showing you how and why developing a Luxe Brand is far easier that doing a Mid-Lo priced brand. This Neurochemical excerpt will be a series of three parts.

The attractions at Dreamland had all these antiquated early 20th Century names. Wow! It is a pre-packed, ready-to-go, built in ice cream brand with a hidden Brooklyn history.

• Hippodrome
• White Tower
• Hell Gate
• Fighting Flames
• Rough Rider
• Midget City
• Trick Animal
• Haunted House
• Circus Sideshow
• Lilliputian Village
• Wonderland
• Great Divide
• Little Lady
• Perfect Man
• Incubator Baby

“Wait, WHAT?… Incubator Baby?”, the Dreamland chef laughed out loud.

Yes, ladies and gentlemen. The Incubator Baby Incubator exhibit started in 1904 in Dreamland as an attraction which resembled a normal maternity ward: babies, nurses providing care, a doctor to look over everything. The only difference was that one side of the ward was glass, and all day long people paid their dime to view the babies. Back then, the incubator for preemies was an untested and new technology. Hospitals hadn’t come to approve of their use yet. Dr. Martin A. Couney was a pioneer in the medical field and Dreamland provided a way of promoting and proving proof that incubators would work to some 130,000 visitors each weekend.

Again, the “Mortality” theme comes into play.

THE STORY (part 3)

How hard can developing this brand be?

So, it’s a Brooklyn based product. Brooklyn has been fetching premium priced products for some time now. Dreamland will be a 5-7oz, circular bar on a stick. The asking retail price of each bar is $7-8.

Within a half hour the brand image, value proposition, packaging, business plan began form in my head. I asked the business owner if a partnership would be in order. It was. All they had to do was create the product. I waited 3 and 1/2 months to see and taste it. Nothing.

Over 1/4 of a year had passed and I now had a presentation, business plan, seed investors, a logo, packaging, manufacturers and producers, distributors, research, a target market, optimal retailers for this Dreamland – luxe brand but no product. Apparently, you can’t sell and empty box in this market.

The business owner felt envy and resentment that I was moving quickly and quietly through all the stages of bringing a new product to market and purposely hadn’t produced anything despite me mentioning this on many occasion.

I went out to Coney Island for inspiration. The only remnants of Dreamland that still exist today is the Coney Island Side Show and this little note . Sometimes, it is called the Dreamland Side Show.

I needed a great chef. Then as fast and as inspired as everything else had come, I thought of Paul.

Paul has always been a rock star. We both grew up in Bay Ridge, Brooklyn playing in rock bands. It was the cool thing to do back then. The girls dug it.

Spyro has been in close contact with Paul for all these years. They had a radio program (now defunct) on Heritage Radio called “Eating Disorder. Spyro asked me to do an episode on Social Media a while ago. Paul co-interviewed me. We’ve reconnected and have been friends on Facebook ever since.

I reached out to him there and we met and I shared the things I’ve learned about Dreamland. He was blown away. He remembered a novel he has in his library called “Dreamland.”

“Do you think it is the same place?” He asked.
“Yep, my guess is, more than likely.” I said.


When midnight mists are creeping,
And all the land is sleeping,
Around me tread the mighty dead,
And slowly pass away.
Lo, warriors, saints, and sages,
From out the vanished ages,
With solemn pace and reverend face
Appear and pass away.
The blaze of noonday splendour,
The twilight soft and tender,
May charm the eye: yet they shall die,
Shall die and pass away.
But here, in Dreamland’s centre,
No spoiler’s hand may enter,
These visions fair, this radiance rare,
Shall never pass away.
I see the shadows falling,
The forms of old recalling;
Around me tread the mighty dead,
And slowly pass away.

by Lewis Carroll

AntiMarketing: Astoria, Queens

What Anti-Marketing is:

AntiMarketing is something entirely new, different and unbelievably effective. It works exceptionally well with millennials, achievers, experiencers, innovators, early adopters and early majority market segments.

DEFINITION – There is some confusion on websites as to what Anti-marketing actually means, by definition. They’ve mistaken the prefix Anti- to also mean Un-Marketing. In short order, the prefix Anti- by definition, means: opposed to marketing. The prefix Un- means the reversal or absence of.


.So, we are, by all means, opposed to marketing—big time.
So, we are, by all means, opposed to marketing—big time.
Most people don’t love marketing.
What they do love much more is buying.
No one needs to teach you how to shop
or buy. You already know what you want.

This “buyer” vs. “seller” approach is what we use in Anti-Marketing.


AntiMarketing trumps traditional marketing in so many ways. We lean toward Luxe Brands as clients because they are far easier to develop a market around these behaviors. Using a strategic approach as we do, we cut through the bullshit—get to the real deal—where the real value lives and breathes.
In other words, if you’re an asshole, be the biggest asshole out there. If you’re the lovely and benevolent, be the best embodiment of these qualities you can be. Once you own these words, values and ideas in a segment market, you own those words and become a brand. Being a living embodiment of common words makes for an amazing Anti-Marketing brand campaign. It’s NOT only highly effective on the audience but it presses that automatic “buy me” button in the human skull.

There’s a catch. There’s always a catch. 


The buy me button doesn’t understand language.
It understands “feelings” and visual data. 


11211, AntiMarketing, Williamsburg | Brooklyn, BinkNyc

11211, AntiMarketing.Life, Williamsburg | Brooklyn,


Client work for Astoria, Queens:

Bus Shelter Advertisement 


Triboro PT Astoria, Queens
Queens Physical Therapy

… and their New Logo…

Triboro Physical Therapy



New Interior and Exterior Design:

Qdyssey outside

“Q” outside

This slideshow requires JavaScript.




Noisette Patisserie (Interior Design):

Before                                                                       After

binkNyc, Astoria, Steinway Street, Queens

Noisette [ Interior Design ]



BORO Magazine Media Kit: 

Breuk Iversen, binknyc, qns




Logo for a New Media Company (Astoria): 

Fishbeef Final Logo



Steinway Street Butcher: 

Queens Meat front

Business card for Queens Meat




Most people distain marketing.
They are far better at buying.
We all are good at buying.
We know what we want.

This “buyer” vs. “seller” approach is what we use in Anti-Marketing.


Sweet Janes Ice Cream: 


BinkNyc Culture

Sweet Janes Brand Architecture





Small Cafe on Steinway: 


Cafe 23


Cafe 23 Business Card






Café Via Espresso (@ Instagram and Facebook post) 


Ad for Cafe Via Espresso

BinkNyc, Instagram Results, Breuk





Logo for Workers Compensation attorney




Anti-marketing defies conventional marketing strategy of using positive only selling tactics. We successfully use AntiMarketing with headlines and phrasing that are blatantly sarcastic, surly, embraces an (on-brand) attitude, often utilizing reverse psychology. This, and other time-tested Neurochemical brain techniques. 86 techniques  to be exact.

This is how and why we can promise to triple a client’s business (by 300%). There’s a way to attract customers to you rather than begging and pleading clients to “Please spend money in our place, please business.” You don’t have to sell anything at all. They just come.


So let’s make you some money. 

BinkNyc Culture, Breuk Iversen



Ball-02-juneBreuk Iversen
C: (718) 578-6613

 Business Card, BinkNyc, Brooklyn New York, Breuk Iversen

BinkNyc, Services, Williamsburg | Brooklyn (Astoria, Queens) full services, utilities and offerings.

Binknyc, Breuk Iversen

Founders vs. CEOs

Many founders totally suck at being CEO of their own company. Here’s how their fantasy and dream works:

Founders dream of the day they’ll grow to be a massive team and — from inception to huge success — retain their throne as CEO. Then they suspect they may rule the world with luck.

Unfortunately, that kind of thought isn’t what’s best for the company. New research shows that, more often than not, companies run by founders are “less productive and more poorly managed” than those which bring in outside CEOs.



Research of data collected by the World Management Survey detailed a review of more than 13,000 mid-to large-sized companies in 32 countries. Firms led by the people who founded the company were 9.4% less productive, on average, and on average had consistently lower management scores—which typically rose once the founder-CEO was replaced.

Other research studies from business school professors at Duke, Vanderbilt, and Harvard Universities examined similar data with identical results.


Few founder/CEOs ever get close to seeing their companies grow to anything substantial or epic. When Noam Wasserman, a professor at the USC Marshall School of Business, looked at 212 US startups (paywall) launched in the late 1990s and early 2000s, he found that only 50% of founders still controlled their companies three years after founding it. Four years later that number was down to 40%, and only 25% of founders were in charge at the time of the company’s IPO.


The Emperor
It’s actually pretty rare for founders to remain on as CEO as their company grows. It turns out that investors don’t like going all in on companies that are too reliant on one person’s talents and dream. Being a good founder and a good CEO require two completely different skillsets and mindsets.

A lot of startup founders suffer from what’s called the “rich versus king” dilemma: they exhibit poor control  between wanting control and wanting profit. And unfortunately, control from the King type often wins, so the company loses.


Jester 2


Well, that’s logical. Here is a small truth neurochemically:  You’re not a King unless you have a kingdom, a castle, maybe a church and certainly an army with quite a few taxpayers paying you. Someone always has to foot the bill.

Can this be bypassed? Well, yes. There are always exceptions to the rules. You may want to know what those components are. We can give you a list to follow.




Neurochemical: Your “Q”



There are several emotional and subconscious gaps (aka White Space) in a saturated market available for branded cakes, coffee and ice cream. This isn’t some sort of hunch or guess. This is math and science.

This is where we can add the most value in creating a destination not based on the ‘locals’ and ‘local foot traffic’ but rather on a brand which can go city-wide in brand sales with a smart, aggressive and targeted Social Media Campaign.





This slideshow requires JavaScript.


How about this:

Instead of you looking for customers, customers come looking for you.

Yep. That’s what every business wants but most don’t know how to do it. Some suspect it’s a spiritual thing. Some think it’s luck and others believe it’s magic that only a few possess and others don’t.

The entire population, what their needs, wants and desires are, eludes most folks which is why we have comprised a specialized system and team of seasoned pros on our advisory board which we call upon as the need arises. In essence, good business is a matter of educated decisions, bracketing out old and useless assumptions/hunches/guesswork and keeping alert to new opportunity and spaces that open in the market.

Our advice is simple:

Most small business owners have no idea how to build a brand or how it works or what it really is—none whatsoever. If you find any of this insulting, then stop reading this now. It’s about to get a whole lot worse for you. Ready?

It’s completely understandable that most people wouldn’t know the first thing about building a brand. Why would they? Most people fall subject to brands and branding. Does anyone know how the Marlboro Man ended up getting Marlboro cigarettes in every corner of the globe? It wasn’t luck or guesswork. It’s advertising and branding. Most people fall under the brands influence—even when they say they haven’t, they have. There’s no way to escape it’s influence. That’s just the way it is even if you don’t watch the ads, your market choices are calculated and factored into an equation of market saturation—even at the 99¢ store.

Others open a business and think in terms of local foot traffic and catering to the neighbors. This worked back in the olden days… before our lives became progressively digital. They figure: we sell this and that because … and you should buy this and that because, um, we sell it.

Naw, it doesn’t work like that and that’s not enough to convince me. It’s not likely to convince anyone else either. It’s fucking boring. No one cares how good your food or your product and services are. They shoo with you because they believe what you believe.

This is NYC and there are 1000s of amazing restaurants, products, services and places to buy things. In Astoria, Queens the area is known for having amazing restaurants. Your food had better be excellent. That’s just the baseline. It will get you only so far. Brand go much, much further.

Here is the question you may never have thought to ask yourself about your business: IF I WERE TO CLOSE MY BUSINESS TODAY, WHAT WOULD PEOPLE REMEMBER ABOUT MY BUSINESS?

If you are stalling or struggling to answer this simple and direct question, you have NOT built a brand. That’s just the plain and simple fact.

Do you Agree or disagree?

Okay. Let me ask you this: If Harley Davidson, Apple, or Coca-Cola closed all their manufacturing plants today, would they still have a brand? Indeed, they would.

Here’s why:

A brand gives meaning and definition to people’s lives. This symbol 💲 is a brand. This symbol  📞  is another brand. This  ☠️  is yet another type of brand. It has meaning whereas there should be no meaning at all. These symbols have definition, a type of personality and meaning. People align or disassociate with those beliefs.

1. Ask questions about your business.

  • Who’s your target persona?
  • Who are you trying to reach?
  • How do people typically discover or become aware of your product or service?
  • Who do you see as your competitors?
  • What is your differentiator?
  • What can you do that the competition can’t?
  • Where do you see your business in 3 years?

2. Insight and observation (what’s working, what is NOT working)

  • This is a mix of both positive and negative feedback. We focus on what we all think is working, or areas of the experience we think are confusing to customers and need improvement.
  • Insights usually range from tactical observations about best-practice experience by design (an unclear line item or confusing instruction through text, etc), versus deeper, more impactful insights that effect the overall impression and effectiveness of the product or service.

3. Recommendations

  • Prioritize any trouble spots (areas that need immediate attention)
  • Identify missed opportunity(s)
  • New audiences or applications for a new product or service
  • Identify new partnerships or alliances
  • Strategies to generate awareness and increase adoption.

How many of the above questions can you answer? You had better have an answer for all of them. Not just any old answer but the right one.

See my fuckin’ case studies: click it.

See my fuckin’ portfolio: click this.


If you care and love your business and investment, call to get answers to questions. We have 25 years of experience answering each and every one of these questions for business owners. Many of them wouldn’t have survived and eventually have thrived right to today.

We think we can help. A consultation is going to cost you a cup of coffee, unless you are an asshole, then it’s only $500.



Q (Queens) logo

Wizard of Oz, BinkNyc

Neurochemical: Doubling Business

There are easy-to-follow techniques in the Neurochemical for doubling or tripling a business. We make it seem magical, like where we wave a wand or stick and “> B•O•O•M<” business doubles!

Naw. It’s not like that. That’s a SILVER BULLET. No one makes bullets out of silver unless you’re hunting werewolfs. WEREWOLVES don’t exist either. Both silver bullets and werewolves are fantasy.


It’s taken a decade to figure out the combination to opening an excellent business. We go through 86 checkpoints to assure what we suggest doubles or triples a business.

Here, on this blog, we’ll set you up with a few things to do and let us know how it has worked (or hasn’t worked) in your business. The knowledge we are giving you here is of no use if you don’t apply it. So, apply it.

Some say: “It is easier said than done.

We say: “Don’t be a lazy ass and try applying the techniques. In fact, don’t try it, just do it.” 🤣

^ That might sound a little harsh but this blog is for big boys and girls. If it offends you, we say: “Grow the eff up“. We’re here to generate business and can give a rat’s ass about your vanity, ego or feelings. Ready?

Seriously, it’s utterly fascinating to us how some overlooked and minor touches to a business works wonders in increasing the bottom line. Often this results in doubling or tripling the business for our clients. One of many techniques we use is by prescribing the NINE QUESTIONS listed below.

When all is said and done, business owners seldom give us the credit we deserve. They think: “That was easy. I could have done it myself.

That’s okay. You didn’t think to do it yourself. We did. This is all fine by us. We’re all grown up and don’t require acknowledgement or credit to know what we did to fix the broken issues of a business. That is what they paid us to do for them after all. For us, that’s what matters most.

There are nine questions we ask clients to see if we can double or triple their current business. It also tells us how well they understand business and how well they understand their brand.

If they answer all nine questions correctly and with fluidity, we may NOT be able to help them. They can probably help themselves. More often than not, 4 or 5 of the Nine Questions hadn’t ever crossed their mind.

At that point what we do DO is suggest they hire us to FILL or FIX the gaps in a logical business format. No werewolves, full moons, silver bullets or overnight sensations. It’s just work.

All too often these knowledge gaps have created stumbling road blocks in their business growth. They don’t teach the techniques we perscribe, even at ivy business schools.

BEFORE we hand over the nine questions of things you SHOULD ASK about your business, here’s some things you should NOT do to your business: It’s called un-advertising or un-marketing your business.

If you are going to advertise your own business, please remember that you are an AMATEUR and advertising is a profession like any other. See if you want to admit to yourself that you have no real idea what you are doing. It’s okay.

So many business owners follow what your neighbor does AND THINK that they are successful because of the way they advertise their business. There are often dozens of other factors that have went into their business to bring them where they are. We’ll go into those reasons  below.

Here are two bad examples of businesses trying to advertise and woo customers into their business with some real amateur techniques.


Who is the customer that reads the ad below and says to themself: “Oh yeah, look at those freakin’ prices! Look how much money I will save getting shitfaced this evening! I must go here!


As you may have guessed, this place was empty except for the bartender and her two friends. It’s a shame because it is a very good looking place. I sure hope they figure it out before the FOR RENT sign goes up in a season or so.

Here’s another clueless business owner who at least got a small piece of the advertising game going on. Care to take a crack at what they did right?

Astoria Queens

First, again, who is the customer?

Why, that’s easy. It’s someone who is ready to drop a few hundred dollars on their next catering order, just walking down the street, moseying along, looking for places that cater fish 🐟 and advertise this on the sidewalk. Nope, not, never.

Not too bright. This percieved in the subconscious as looking desperate and needy which is never attractive to anyone: male or female. These business people are subsequently saying is: “WE need money NOW! Place a big order with US now so we can make the money WE need to make NOW!” 😟 The explaination point at the end of the sentence almost assumes, ME, the passerby, had completely forgot that I had to cater an event coming up.

What they did do right tho is place a COMMAND in the language. Some asswipe will likely respond and go in and ask about a catering order. THE BUSINESS OWNER will then say to themselves: “Ahhh, the sidewalk ad worked.

The customer is an asswipe tho and will unlikely cater any party, any where although it was fun to ask and see the excitement on the shop owners face. Futhermore, it’s not much of a story to tell your neighbora and family members.

We do love to tell stories.

Q New Aesthetic

New Q Aesthetic

Okay. One place got it right. The one liner they had on the board released a little shot of dopamine in my brain and got a chuckle out of me. The place was packed so we didn’t actually go in this time, but another time, we shall entre. They created a curious customer off a blackboard on the sidewalk.

This original line: “Alcohol goes in [and] happiness comes out.”

Astoria Queens

I thought piss comes out when you drink. So, we are calling urine “happiness” now? Now THAT, is some funny shit. 🤣

———————- / @ \ ———————

Here’s one we placed outside of a small cafe that hired us to redesign the interior and remodel the entire business:

Astoria Queens coffee (aka Failure Cafe)

We used a brilliant quote from the late, great Irish Decadent: Oscar Wilde. It reflects both sides of the political belief isle in an almost independent and distanced way. Some passerbys were deeply offended. The stopped to read the whole thing, huffed 😤 and stormed off. Others posed next to it with their thumbs rasied, shit-eating grim, etc. Yes sir, we win some, lose some.





If we BRANDERS learned ONE THING from the Donald Trump presidency campaign, it is that you can’t go too far with your beliefs. The only problem with beliefs is to be SILENCE and fearful in never speaking up at all. This is considered weak by any standards. In advertising, NEVER BE TOO AFRAID TO OFFEND. People like it much more then they will openly admit.

People love to complain. If you don’t give them something to complain about, they’ll find something anyway.


bam crazy butt


So, if you are a smart cookie, and we suspect you might, you are probably wondering “WHAT DOES THIS QUOTE HAVE TO DO with GENERATING new BUSINESS?

Our answer: “EVERYTHING!

In fact, this was placed outside the second week of reopening the little cafe business. That week we doubled the income of the business from the week before. The people who agreed with the quote came in because they believe what we believe.  This income doubled again the third week. The sign had a considerable part in generating the income of this business.


People like to patronize businesses that share the same beliefs and values. This is What a Brand is… We were selling cupcakes, coffee and ice cream but what we are also selling is a conversation and a chance to engage is a like-minded value and belief. And we were doing it with confidence. And a little bit of crass attitude with the last line: “Have a cupcake, cupcake.

Ice cream and cupcakes are hedonistic indulgences while coffee drinks are a daily American staple. DECADENCE was writ in all caps and the largest word to be read at a distance besides the name of the place: Qdyssey.

The QUOTE is a strong statement which aligned the newly branded persona of the business with a position and belief. We happened to know that the Greeks in the area would definitely get a kick out of it. They love looking down on America and the lack of culture exhibited here. Indeed, they did.








If you do plan on doing an advertisement all by yourself I have a great suggestion. Get a hold of an old advertising award book (hard cover) and read every single ad in that book. Some suggested AWARD books to get: The Art Directors’ Club, D&AD, The One Show, HOW (Magazine), CLIO Awards, OBIE Awards, EFFIE Awards, Communication Arts (Advertising).

It will take you an hour or two to poir through on book. There are 100s of great ads and it’s as enjoyable to read as dropping and bratty, know-it-all teenager covered in blood into a swimming pool filled with hungry piranha. 🤡

You’ll at least understand what it takes to make a good advertisement. F*ck it, steal a few ads right out of the book. No one will know and no one will really care. Especially, if you get the old ad AWARD books from the 60s, 70s and 80s, the copywriter and art directors are probably already dead. You win. You haven’t bored PASSERBYS to death with listing your prices or writing whatever shit you are selling on SALE or because you think people care about what you wrote. They don’t.


Any questions? mailto:


Manhattan, nyc, 57 street


(to double your business)

1. Who is your customer?

Hands Down! This is the first question any business owner needs to ask themselves. If you want to make money, WHO is going to pay you, is the thing you what you want to know first.

2. What is the value of the service or product you are offering?

You know what you are selling. Is the message clear? Are you unadvertising or unmarketing your product or service by mistake?

3. How are you planning to reach and communicate to your customer?

Some options are: Print ads, Radio or TV or cable, Word-of-Mouth, reputation-based, e-mail, direct mail, posters, flyers business cards, networking, guerilla, native advertising, point-of-sale, etc…

4. What type of relationship do you plan on having with your customer?

Such as: personal, professional, online, community, telephone, text, social media.

5. How will you make revenue for the service or product you are providing?

Cash, check, credit, paypal, affiliate programs, credit cards, etc…

6. What are the resources you will need to be able to deliver the product or service?

These are the main things you need to give your customer in terms of value, delivery, pick up, drop off, suppliers, stock, shipping and handling, etc…

7. What type of activities do you need to do to fulfill the customer with the value you provide?

This is how the whole operation gets done. What must you do to fulfill the obligations and orders.

8. What type of partnership can you form or align to differentiate your fulfillment to the customer?

This are those others who can help you or who(m) you can help with your business. Think of this as a form of expasion that you haven’t considered yet. One of your suppliers can be one of your greatest assets.

9. What will all of this cost?

These are ALL THE COSTS you will need to drive your business. List them so you are clear where the money is going out.



So the questions to cosider are, Where can I expand? What is my competition doing in Extras that We are not doing? What other services or products can I provide which will drive more revenue to my business?

Go through the nine questions again for another business you know and understand. You’ll want to ask or analyize a successful business within your scale and revenue range (solopreneur, entrepreneur, small, medium, large).  You WILL find gaps that can and should be filled. FILL THEM!

This is how we help clients double their business. The good ones who are willing to listen and put in the work will do triple their business. Some in as few as a coulle of weeks or months. Some take years and most will never get anywhere or close their doors.

Yes. These are the nine questions anyone opening a business should be able to answer. Not only that, it would serve the business even better to have each of the answers be flexible meaning, don’t assume your plan is the only plan that will work. The marketplace is NEVER GOING BEND TO YOUR WILL. You should bend to their will. This way you can address the customer’s needs, wants and desires in a better fashion.

We use these nine questions as a starting point. In an actual meeting, with myself or an associate, we go into much greater detail. There are many other considerations to consider in order to double or triple a business but in answering these nine questions gets you that much closer to seeing what is actually going on. It doesn’t matter if you just seek growth or are in financial trouble and the business is suffering. Double is double.

Let us know how we can help. We would be honored at the prospect. We can help. All you have to do is call.

Breuk Iversen (718) 578-6613


Never Read This Book


Preparing for the Information Revolution.

by Breuk Iversen

Table of Contents


Business (service or product)




Revolutionary Waves

Neuroscience Reveals



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 them back with a new understanding of the way things actually do work and ultimately benefit us. This leads to a sincere transformation. It happened to me and the focus of this book is so it happens to you too.
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 even the best designers, marketers and admen. There is a way to capitalize on the shifts through a particular pair of lenses. My job is to give you those lenses.

Advertising and Branding isn’t as arbitrary as it seems once you know what to look and listen and look for as clues. The purpose of this book seeks to prepare you to recognize these clues and to anticipate changes a year or two from now and advance and stay highly 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 sought mastery so I would be able to truly advise clients rather then them telling what they think maight work. I sought to destroy the guesswork and hunches that all too often kill creative and brilliant campaigns.

I had designs and ads for clients, over 25 years worth, and couldn’t tell nor promise clients how well they would do or what their Return On Investment (ROI) might end up being. Today I can.

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. This would have to be with certainty. The hard and fast rule in NYC is to “Always do what you say you are going to do.”

I’ve found the solution and now understand a way to do this for nearly every client. Not, just a solution, but THE SOLUTION for returning an ROI. Usually, it’s 300% whatever they have paid me.

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 lenses, find a way to test the ideas, and execute a campaign. What I will show you in the foloowing pages 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 a certain set 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 seekinga 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.”


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?


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:

Your Values
Your Attitude
A Lifestyle
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.

Let’s continue…


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.





Brand Loyalty

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.


noun: air
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.



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.





Lemon Organizations

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.



Orange Organizations

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.



Apple Organizations

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.







This slideshow requires JavaScript.

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.

Reason #1
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.


Reason #2
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:







This slideshow requires JavaScript.

Wings are to birds like tails and fins are to fish. Just look at it. Can you see similarities?

Reason #3
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.

Thank you.


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.

They hadn’t.

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?

BinkNyc, Neurochemical

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.
Breuk Iversen
Chief Executive Officer
C: (718) 578-6613


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

Neurochemical BinkNyc

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:




This slideshow requires JavaScript.

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.

Dick Raboy

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 with Milton Glaser.

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.

6 minutes.

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:


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

Andersen writes:

“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.

Fishbeef logotype
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.




Neurochemical: The US Industrial Collapse

There’s really no way to put this politely. I’m just going to say it:

The Industrial Revolution
is coming to an end. Not just the mass production but the mindset that goes with the territory. You probably have already noticed. If not, you may want to put on a fresh pot of coffee for this one. 

Naw, make that a triple Americano espresso. 😁

It’s amazing that this topic isn’t widely broadcast in the mainstream media but, then again, their employers (big league advertisers) are trying to figure this out and keep their IPO’s climbing. Amazon is decimating the US retail market, especially fashion.

BinkNyc, Breuk Iversen

Airbnb is ousting US hotel chains. 

Facebook and Twitter replaces MSM (Mainstream Media). 

Amazon is cheaper and delivers right to your door. (see below). 

Uber usurps the Taxi and Limosine Commission (TLC).

Netflix and Hulu are the new TV cable.

Binknyc, culture, neurochemical

3rd Wave cafés, coffee shops and restaurants are dismantling the fast food industry piece by piece. You’ll start to see the shift as Americans become more aware of food ingredients and flavors.


Signage for Cafe Via Espresso

Millennials are spending as much time shopping as they are requesting “charge backs” on purchases. It’s Fraud but that’s okay because it is happening so rampantly the credit cards are finding it impossible to keep up with the slowly impending disaster. The retailers are truly starving for business so they’re just cutting their loses with credit cards.

The Palisades Mall in Nyack, NY is suffering so hard that they had to scrounge a few bucks from Coca-Cola by letting them install an actual soda machine into the directory. The map is printed on the front of the machine. It’s getting crazy out there.

Breuk Iversen, binknyc, coca-cola

Here’s a list of recent retail closings of some of the US’s mass production (fashion) retailers.

• Macy’s
– 2016 40 stores closed.
– 2017 168 stores closing.
• Sport’s Authority
– 2016 March 140 of its 460 stores.
          May closes all its stores stores. Rival
          Dick’s sporting goods buys name and
          intellectual property, plus 31 store
          leases, for a mere $23 million. Done.
(Dick’s is a better branded name.)
• Walmart
– 2016 closes 269 worldwide, 154 in U.S.
• Sears Holdings Corp.
– 2016 Kmart closed 68 – 2017 closing 108
– 2016 Sears closed 10 – 2017 closing 42
• Ralph Lauren
– 2016 50 closed
• Michael Kors
– 2017 125 closed
• Office Depot
– 2016 400 stores closed
– 2017-2019 100 more closings per year
• Aeropostale
– 2016 174 closed (133 US and 41 Canadian)
Binknyc, Breuk Iversen, 3rd Wave

Binknyc Culture

• JC Penny
– 2016 only 7 (+ 2014 33 and in 2015 40) stores closed
– 2017 138 closed

Breuk Iversen, Binknyc Culture

Abercrombie & Fitch – 60 closed (2017)

Guess – 60 closed (2017)

Crocs – 160 closed (2017)

The Limited – 250 closed (2017)

American Apparel – 120 closed (2016) then, 110 in 2017. They’re Done. 

BCBG – 120 closed

Bebe – 180 closed (2017) 

Payless Shoe – 400 – 500 stores closing (2017)

RadioShack – 552 closed (2016) – 360 (2017)

Staples – 70 stores (2017) 

CVS  – 70 stores (2017)

    – 2015 closed 700
    – 2016 closed 500
    – 2017 300 in SoCal

Abercrombie & Fitch – 54 (2016)
       + 60 (2017)
This list is growing and there’s so much more to come. It’s a huge cultural shift.
E-mail me if you want more insight .

There are many other CULTURAL shifts happening. This isn’t just a little trend happening or a bump in the road. It’s a splitting of the earth swallowing up outdated businesses and replacing them with new ones business models. You can’t blame C-level executives for making bad marketing decisions. It’s not their fault and even the best will fail unless they get a grasp of the Information Revolution and a radical new shift and perception of what wealth means.

There will be no coming back for these industrial companies. They are done.


If you can pay $11.99 for Hulu, you are ad-free.
If you can pay $8 for Netflix, you are ad-free.
If you can pay $10 for YouTube, you are ad-free.
If you can pay $15 for HBO, you are ad-free.
If you can pay $4.99 for Spotify, you are ad-free.
If you can pay $8.99 for Twitch, you are ad-free.
If you have an iPhone, AppleTV, or iPad, you can be ad-free.

The New York Times and The Wall Street Journal are already exploring ad-free digital subscriptions. As this trend will continue, the ad industry is having bigger problems. This is why we do Anti-Marketing. We treat those as we would want to be treated.

People don’t hate relevant ads, they hate bad experience(s). We need to create ads that create better experiences; Ads that are aren’t ads but rather express a human experience, achievement, thought process, and lifestyle.

Disruptive ads piss people off, they piss me off. It’s time to add value to ads and stop treating people like they’re just another dollar in your pocket.

Milton Glaser, Breuk Iversen



This is an Information Revolution! Everything and everythings’s mother is now available on your mobile phones. This has never happened before in the entire himan history and if you could imagine the impact the INDUSTRIAL REVOLUTION (2nd Wave) had on the AGRICULTURAL REVOLUTION (1st Wave) then you are miles ahead of others in this INFORMATION REVOLUTION (3rd Wave).


High Tech BinkNyc.jpg
It’s here and it’s time for 
The Information Revolution

In case you haven’t heard.

Have a nice day.