Neurochemical
Neurochemical: Business as Unusual
“Heroes are born every day
but, a fool
is born every minute.”
— B. Iversen
We’ve identified 5 steps to any successful brand or business. Most successful businesses stumble upon these steps almost accidentally. The ones that struggle or fail are usually missing one, two or three of these 5 critical steps. Here’s the little list of the Big 5:
The 5 Steps:
- Research
- Branding (why you exist)
- Design (intention)
- Communications (a strategy)
- Advertising (includes PR)
Most businesses do a copacetic job with no research, no real brand message or persona, they usually have a decent or good design (logo or logotype), virtually no real communications strategy, and rely on advertising, public relations or networking to meet their income needs. These missing or half-baked steps are sub-optimal. They’ll lead to difficulty in time.
For instance, a well-thought out, planned strategy is always optimal to mere tactical responses. Tactics are single step moves whereas a strategy has several advanced moves and is ultimately comprised of a series of tactics.
The purpose of BinkNyc Culture is to backtrack and get all the 5 steps dancing in line. The tighter a business is before pushing forward with a PR or advertising campaign, the better. This refined approach produces predictable and measurable results in the hands of a seasoned marketer, ad man or publicist. Yep, that’s us.
When I’ve tried and tested this with businesses over the 25 years, it works predictably. This happens with little effort if planned correctly and with a little practice. Oh, and discipline.
If these 5 steps are executed, even with moderate precision, the Brand supports itself and actually brings customers to you without you reaching out to them at all. It’s amazing.
Any great Brand knows their customer better than their customers know themselves. I’ll use a metaphor to explain this because the intelligent people I’ve met get a firm picture and visualization in their minds eye.
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Building a business is just like building a house or building.
The first step before deciding on a property to purchase is to know that you are building on solid land. This requires surveying the land and doing Research. It’s astounding how many people leave put this step. 95% of them will be out of business or hit a low glass ceiling in 5 short years.
This Research will tell us what the available client base might be and what that client wants and their lifestyle. Research also tells you what steps to take and what clients or customers search for in the market. Backing up into our building metaphor, it is just like getting a survey of the land. It’s Research which is based in factual information. That’s always the first step. Get the facts.
The second step is Branding. This word is grossly misused in the vernacular but it is just like the basement of a house. It is the foundation that holds a house in place, like a rock. It tells us how high, wide and deep a building can be made and if we are able to do a two story house or an income producing skyscraper. This naturally depends on how wide, deep we go and how tall you want your business to be. We hardly ever consider the foundation of a house or building we enter into but, this foundation (Brand) makes it all possible. This foundation is built so when the heavy rains fall it doesn’t wash the house down a river. Again, the Research will tell you what brand personas and metaphors are available among your competition.
The third step is Design. The design you use, as the face of your company, should be based directly from the findings we have discovered from the Research and the Brand (the first two steps). Back to the building metaphor: the survey of the land tells us what steps to take and how deep, far and wide we can build the foundation. The Design is where you intend to place the windows, doors, ceiling height, and room sizes.
The fourth step is Communications. This is how your clients and customers want to be treated. What you say and how you follow up with them keeps the business flow incoming and steady. It is also a plan as to what to say to clients and do to get to engage or re-engage and convert them for an up sell. Our building metaphor utilizes plumbing, a/c and heat, water, gas lines, electricity and telephone/wifi as metaphors on how the building (or business) communicates with the external world (clients and customers).
The fifth step is Advertising. You already know what this is because you see it all the time. If you have used a publicist in the past, they’ve probably went over briefly as to what your research might be, what your brand might feel like, what a design might look like and ways to advertise your business to the people and out > through the media. In our building metaphor, these are the most fun tasks in putting the final touches on our house or income bearing property. They are the furnishings, paint colors, door handles, carpets, curtains and window treatments, desks, chairs, couches or beds and all the pretty things we like to shop for.
Now….
Here’s the challenge.
Before surveying the land of a building or home, you would dig a hole to put in a foundation. Would you start by buying all the beams, iron framing, studs and sheetrock, windows, doors and door knobs, electrical conduit, plumbing, vents, a/c units, the stove, sinks and toilets, plates, knives, forks and spoons, and window treatments first?
Or
Would you dig the hole first and pour the concrete and give it time to dry before testing it for stability?
You know the answer to this one. 😀
There is a Process and order to businesses and building a business so you don’t have to advertise or use PR schemes to convince clients to come to you. This approach hardly ever works and usually leads to a pricing war. These tactics rarely work today in America. We are in the digital age. Advertising and PR are cheaper to get than ever before.
If you survey (research) the client ecology and brand (place brain tattoos) directly into their skulls of why you do what you do, they come to you through recommendations and a fantastic use of skilled word-of-mouth campaign.
Back to a real-time business application of this metaphor and technique. I’ve spent the better part of 12 years refining and mastering it.
It is without fail that you can set up a tent on a lawn and sell products and procedures and line your pockets with the money. This happens all the time with upstarts and works well for business owners at carnivals, festivals and on the street, but when COMPETITION comes around with a building (business) that is more permanent and stable; one who did their research; knows their customers better than their customers know themselves (branding); design something that reflect the brand and fits the customers deeper needs, wants and desires; communicate with clients and customers in a way where they feel cared for, special and respected, and having each client that walks in the door become a business’s ambassador and biggest fan… pr and advertising become bold, highly profitable and very promising endeavors.
Today’s media ecology, particularly in social media, has driven a $72,000 full page insertion in Playboy into something tangible that can be done for pennies on the dollar on Facebook, Twitter and Instagram.
The question that arises in my mind is how many PR firms and Ad agencies can and do show repeated instances of measurable and tangible results. More importantly is how many of these firms can guarantee their methodology and execute plans in generating those results?
I hope this adds some clarity to your current or future endeavor(s). Good luck!
_____________________________________
BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples lives.
Neurochemical: June 5, 2011
Posted on Facebook way back in 2011…
The Donald
“If it moves, they watch it.” – Andy Warhol
TRUMP/PALIN – < I think I like this idea and below are the reasons why.
Dedicated and inspired by Spyro Poulos
Firstly, I don’t care if you’re a Democrat, Republican, Liberal, Conservative, Anarchist, Zionist, Muslim, Christian, Buddhist, and wear Luggs, Nike, Keds or Vans, etc. Irrespective of the sociological artificial labels you may decide to attach to your person, we are all human beings. We can remove the outer layer of skin and we are still human beings made of blood, muscle and bone.
Now that’s American.
THE DONALD
So bummed that Trump is not running. I feel ruined. That could have been soooo much fun. This man knows how to bulldoze the talking heads in the media. I just love that! He’s the Howard Stern of the business world. If I had to pick someone to be president, Trump is the man! I would actually be tempted to vote; a snickering fool laughing all the way to the booths… that would be me.
If Governor Bush proved that we could swindle an idiot into the White House (twice), President Trump would show the circus “we the people” actually have going on here in the US. The Donald epitomises the ego driven culture, “we the people” call the US and with a very unique hairdo.
He and Palin would be a true American classic. And it would make me proud. They met and had pizza today a couple of days ago in NYC:
http://www.thedailyshow.com/watch/wed-june-1-2011/me-lover-s-pizza-with-crazy-broad
…
Palin and Trump 2012. I could see the gossip going back and forth to keep the people intrigued. The media could spend hours upon hours dissecting the subtleties of their body language.
She says: “I think he’s flirting with Vice-President Palin.”
He says:… “I disagree. As we can see in this 1998 footage, it’s a common gesture that President Trump does when confronted by attractive, confident women.”
They could be the new John and Jacqueline or Eva and Perón.
I can dream, can’t I?
So America continues to pretend and believe like it still has a place in the international economy but, the rest of the planet knew it was over in 2001. That was a year to remember. You only need to lift every item in your house up once to read the “Made in China” to see that one coming. The Green Tea Party.
…
It is sad but, true. Only The Donald could save us now and he’s not running. : ( Or is he? : )
…
The state of THE UNITED STATES
Let’s do the math. The US currently owes $14,000,000,000,000 (14 trillion dollars in 2011). What’s the plan to get out of this debt?
Multiple choice:
A- Print more?
B- Go into more debt?
C- War?
D- Let’s just see what happens?
E- All of the above?
…
Fear is the preferred means to keep people engaged in the news media. If they believe what’s going on there, we got them. Americans are so into the news media that they can’t see what’s coming. So, so many are inside the box. In the box and guided by fear.
I’ve recently met some affluent Chinese businessmen. They showed me a video of some American businessmen over in China advising and telling them that their manufacturers are ineffective because they can have robots and machines do the work instead of humans. The Chinese businessmen just laughed and smiled. They are not interested in the American model of business which is to maximize Profit v. Loss. They actually place value in their tremendous asset: People.
Instead the Chinese Businessman knows that the way to prosperity is the workforce. It’s a simple idea and is working well.
Take care of your people and they’ll take care of you. So simple.
The Chinese can see how well the “American Business Philosophy” has done for the US so far.
Debt.
Not smart.
How do we know what “we” owe?
http://www.treasury.gov/resource-center/data-chart-center/tic/Documents/mfh.txt
Ok. So here’s the question:
So, if You were China, what would You do to get the 1.1 trillion in debt that the US owes you?
The beautiful State of California (West Coast) or the historical business package deal: New York, Pennsylvania and New Jersey (East Coast)?
If China partnered up with Japan’s debt (800 Billion) “we the people” could throw in Washington and Oregon out West or back here out East: ME, NH, CT, MA, RI, MD, DE, NC, SC but, not DC; it’s our capital for Christ’s sake! Georgia has great peaches and definitely not FL., Disney alone brings is millions a day. We can’t lose Mickey. He’s our f•cking icon!
“Ok America. Give me an ‘O’,
Ooo.
Give me a ‘V’,
Veee.
Give me a ‘E’
Eeee.
Give me an ‘R’
R.
What does that spell?”
_____________________________________________
ENTER THE DONALD
Where there is No Donald, there is no hope. : (
The Donald might say: “Hey, we’ve spend billions on weapons of mass destruction. Let’s start using them”.
Brilliant!
…
The Donald’s superpowers include:
Innate ability to be forthright in his simple convictions, great TV presence and good showmanship, to swindle the unsuspecting in business dealings, perhaps a no nonsense approach to world affairs, he is a ruthless businessman and would deliver a pretty “hot” first lady, or madam or girl or something something.
We certainly wouldn’t have to worry about any sex scandals. He’s the fucking Donald! He could be caught in the very act, with two women, on TV, in a stadium, during the Superbowl. When questioned by the media afterward at an emergency press conference in the White House, he might just say: “You know, on a scale of 1-10, the one on the right was about an 8 but, the one on the left, she was definitely a 9…. You know I can’t disclose all the reasons why, here, today. But, read my upcoming interview in Penthouse next month. I share a couple of details. You’ll get the idea.”.
Hahaha!!!! That’s good to know. Let’s face it: This guy knows how to entertain! I would have to say, and I’m sure you’ll agree, he’s way smarter than G.W. Bush.
He could start taking a real stand on the global economy by alleviating debts immediately by telling countries we owe: “Hey, we need to have that debt removed and then you may want to start paying us to NOT empty shells on you.”
He could put the blame on “we the people”:
“I’m sorry but, that’s what my voters want.
You gotta give the people what they want,
that’s why they have elected me”.
The Donald:
“Hey America, in 12 days I’ve saved you 1.1 trillion we owed China. Your other presidents had NO idea what they were doing. My commission on this deal is only 27%. That’s not too bad considering we didn’t lose our coastlines and picked up a few new properties in the meanwhile. Hey, that’s what I do”.
(cheers)
I propose changing the name of the country. Are you ready for this one? The United World. It’s got a nice ring to it. I thought you would like it. I think you should approve it. We don’t want to lose you anyone in your family or any body for that matter. Let’s keep it together.
I’m standing here before you today just trying to give you your country back. No need to thank me, I want to thank you.”
(cheers again)
_____________________________________________
As a country, we might be thinking it but, not doing anything about it. We could be more open and assertive in our scamming oversees; bullying in Afganistan and Iraq (with both Osama and Hussein dead). “We The People” have already we’ve been running a mob style killing spree for the last 100 years under the guise of Terrorism, Communism, International safety but, there’s today there’s enough information available to see what’s really going on. At some point, these ideas are just being a little more direct and right in your face about it. Perhaps, It IS the only way out at this point.
Currently, the media is positioned to say that Donald Trump is a failure as a businessman but, they are setting up their audiences with an old form of media. Since when was a businessman and kind, settled, stable, fair and functional member of society?
The Donald is a ruthless businessman. One of the worst of his kind. At one point, he had borrowed so much money from the banks in New York that if they tried to foreclose on him, THE BANKS themselves would have gone bankrupt. He put them in such a predicament that the Banks had to loan him even more money. And he did it. That’s a pretty big deal right there.
Growing up, my dad always said: “Being a good businessman is not a compliment”.
Doing business deals like this on a global scale with all the clout we have on the weapons of mass destruction racket, it’s an easy shift to make. But, ‘we the people’ need a major superdick celebrity who can walk the talk, bully the bullying media and reign fear over the world population and do so, with any luck, without having to lift a finger.
America could be on top again. Just like that.
What? You can’t do that!
I’ll bet The Donald would say:
“Why not, who the hell are You? No really! Who. The Hell. Are. YOU?”
Ha ha ha, he wins again!
The Donald on Sarah Palin:
“A woman is a woman but, a good cigar is a smoke”. – Edgar Grana
He might have “killed it” (maybe he still will). On the bright side, we could have had a new holiday every year on July 5 (Donald Day) and a Donald Day Parade.
Thank you for reading. Have a great day!
Breuk
Here were the actual facebook comments:
Comments
Pamela Brunsvold Rummel Now that’s entertainment. Breuk Iversen, you not only educate, but entertain as well. When when your book be finished?
Breuk Iversen Spoon. : ) It will take me a month to complete. I’m looking for an “angel” to support me with $1-2K so I can sleep, eat, and drink “book” for one month. Once I get in that high focus zone, I can stay there.
I got to do this it for a week straight and got 45 pages done, complete, fini. I can’t post it on facebook because these pages are finished. Do you want to see it? Message me your e-mail addy. : ))
Spyridon P. Panousoupoulos Dude – you need to get out more.
Breuk Iversen I get out several times a day. By “get out more”, do you mean, to rub uglies with women I hardly know, network, go drinking, ballet, theaters, museums, or all the above? With an iPhone, I do everything I can do at home, outside; including this post.
Spyridon P. Panousoupoulos No – you need to squash this man crush you have developed with the Donald.
Spyridon P. Panousoupoulos You ever notice physically he looks like Punxsutawney Phil after an adrenaline shot to the heart? http://en.wikipedia.org/wiki/Punxsutawney_Phil
Breuk Iversen Pop Rocks!, you are my go to guy for “All Things Pop”. Yes. I couldn’t quite place which beaver but, you meant – CaddyShack, not Groundhogs Day.
Now, I’ll allow this one slip up because 9.5 times out of 10, you nail it; Dead On. That’s 95%. We need to start a think tank agency called: Pop Rocks and the Hippie.
Spyridon P. Panousoupoulos No I actually meant the real Ground Hog Phil – CaddyShack was a gopher – but that works to – the Donald looks like a “vermint”
Breuk Iversen Punxsutawney Phil doesn’t die with an adrenaline shot.
Dude, we’ll specialize in Booming > Gen. X. I need a front man.
Breuk Iversen Varmints! We haven’t had real politicians in office since the 70s,..?… no, wait, the 60s, ur, gah… I mean, the 50s…pssf. Actually the 40s………… Maybe.
Spyridon P. Panousoupoulos Yeah all we get now is WEINER!!!!!
Breuk Iversen The Party Weiners! You would make such a great girlfriend.
Spyridon P. Panousoupoulos Easy there Casanova – you need to take me to dinner before I let you blow me.
Breuk Iversen You wish! Your idea of ‘dinner’ is White Castle. A legit Grade F meat which means that there is not, as much worm content as Grade G.
Spyridon P. Panousoupoulos Sorry not that cheap a date – if you upgrade to at least Chilli’s I might even give you a reach around while I make you my prison punk.
Breuk Iversen You know, that is so graphic: prison! You’re watching too much TV. It’s brain rotting and kinky, like reminiscing. So is this the kind of stuff that haunts you at night?
I’ve been thinking about your “Weakness for the Greekness” campaigning. Here’s what I thought:
We grew up in NY during a time that many frowned upon gayness as being “feminine”. I think this was a gross misinterpretation.
In fact, I think you’d have to really like men in order to want to have sex with them. What could be more masculine than that? Real men like other real men.
Did you do wrestling is school? I can’t remember. I was busy sharing trees with girls at the shore for a score.
Spyridon P. Panousoupoulos Dude the only girl you dealt with in school was the school nurse. I’m just pointing out the fact that you want to gargle my balls – the sooner you accept the sooner you’ll be at peace with yourself.
Breuk Iversen has been at peace with himself.
You see, the trick is to get out of the MIND SPACE. That is what is always changing. One minute, YOU ARE SO SURE you WILL stop smoking, forever and ever, and then, an hour later, the deal is totally off. You’ve somehow tricked yourself again. All in the mind.
How did that happen?
When you live through your heart (60% of the HEART’s cells are neurotransmitters), the truth is always right there, without fluctuation, infiltration, and exasperation. Now, tell me you love me. ❤
Spyridon P. Panousoupoulos Dude – WTF are you talking about????? Your hippie soap box is starting to creel and groan – eventually it will drop you on your face – I say to you this – hippie heal thyself. Your new age bullshit has never proved to help anyone. Yoga? Bullshit – it i…See More
Breuk Iversen Acupuncture is not a pop spirit form of medicine (not 1000 but 7000 years old). You’ve never even tried it. Yet, you KNOW?
Let’s go to W38th St. to settle this once and for all (about 8pm) You’ll watch a Tai Chi master >pop< 6’2″ men 30-40 feet. Once you see this, you’ll never be the same. Come on, just for fun. Maybe you could prove me wrong, once and for all. : ))
Spyridon P. Panousoupoulos Why the hell would I ley some quack stick needles in me unless they had a shot of antibiotics in them. All that shit – Reyki – auras – yoga – con jobs for stupid disillusioned Westerners that want to feel deep. You want to be a sucker – be my guest. I’ll stick with real Dr’.s.
Spyridon P. Panousoupoulos Now suck my shakra.
Breuk Iversen I’ll tell you what, I’ll do you one better: If I’m wrong, we’ll go to the Rabbithole Bistro in Williamsburg and ask the chef to cook your shoe and, if I’m wrong, I’ll eat it. : ))
Breuk Iversen NOWWWWWWW. If you’re wrong….. thinking….. thinking…. Whenever you refer to me in any post from now on on Facebook, The post will always begin with “But Messiah,… “.
Spyridon P. Panousoupoulos You have no way on earth to PROVE if your right or wrong – because you believe in freaking magic.
Breuk Iversen W38th Street, my man. Be there or be square. It’s not magic. It’s the same force ‘they’ use to keep you adhered to the planet. And why magnets work. It’s why we can’t fly. : )) Your or my belief in it has nothing to do with it.
Spyridon P. Panousoupoulos It’s voodoo hocus pocus new age filthy beatnik hippie gobbldeygook. You still believe you can sharpen razors with pyramids when it has been dis-proven over and over again. So while your screwing up your face with dull razors and trying to cure what ails you with needles and pins – I’ll be at the real Dr, freshly shaved getting a flu vaccination.
Breuk Iversen It’s 8 months now with the razors: Resonance Frequency! See the TV is so rottin’ yo bain, rottin’ yo bain, rot. tin’. Yo. Bain. So, it is only things that come from “inside the box” that are real. RottinYoBain. Let’s see what Yiayia thinks: http://youtu.be/We3MxsWdqOc
Pamela Brunsvold Rummel Well, as God is my witness, you two boys just need it have a fisticuff match in front of a saloon somewhere in Brooklyn.
Breuk Iversen Be there and done that. Now it’s phazer time!
Kathy Bowden “Research published in the May 30, 2010 online edition of Nature Neuroscience demonstrated that the effects of needling include influencing the activity of adenosine, an amino acid which becomes active in the skin after an injury to ease pain. This may explain in part why pain relief is often experienced with the therapy. In fact, much research in the West has focused on this pain-relieving effect, rather than acupuncture’s traditional role of balancing energy to address a wide range of disorders, and the more subtle mechanisms that may be responsible for its overall benefits to health.” – http://www.drweil.com/drw/u/ART03065/Acupuncture.html
Breuk IversenKathy, we have to get Spyro to at least try acupuncture at least once. This poor guy thinks it’s mere bolderdash; a Placebo effect, mysticisim and only works because people believe it does.
In 1977 a Korean doctor found the fabled “meridian” network in the body (that acupuncture is based on) actually exists. These tiny strands (1/3 the thickness of a human hair) are between the
fascia and muscles.
http://en.m.wikipedia.org/wiki/Fascia
The acupucture needles are 1/12 the thickness of a sewing needle and so thin that they actually fit in tiny holes in the skin. An acupunturists goes to school for 6 years in trimesters, so they have just as much education as our western medical doctors.
http://www.dabma.org/requirements.asp
Pop Rocks is a-scared of needles although what you are feeling in the treatment is not a poke in the skin but where an emotion or trauma has actually blocked this subtle yet, essential energetic flow. He is sure that everything that comes off that cathode laser box in his house is true!!!
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Postscript:
This article is purely for entertainment purposes.
Do I really think that the US bullying the rest of the world is a good idea? My answer is “No”. Either way, I would be content to watch it go down just the way it is going. I’m just sayin’. Maybe there’s another way.
I use a platform called Tetrad Management which allows an ability and foresight into the disclosure of future events. It is the same model used by Futurists and Think Tanks since Canadian, Marshall Mcluhan developed it. When applied to the economic/political condition the THE UNITED STATES, this is what I arrived at. It doesn’t mean that it should or could go that way but, to a greater degree it is a very viable possibility in the next 10-20 years.
I found using the Tetrad to be highly effective in predictive extrapolation when applied even loosely to artifacts. To understand the effectiveness of this technique, Kay Divant (Former Rand Corporation Employment), W. Timothy Ryan (SVA), Dmitry Gubin (SVA) and myself predicted the World Trade Center collapse in 2000 while working on The Offal Project. However, we predicted it to happen five years later.
We were off by 4 years. It came much earlier. It’s impossible to predict both the Direction and Speed of a person, place or thing accurately, whereas, by splitting and isolating the two, Direction or Speed, the possibilities are more focused, revealed and collapses the Wave Function of potentials.
Neurochemical: The Trump House
[ The Trump House is part 3 of a 4 part series – May, 17, 2016. ]
PAST POSTS
[ Part 2 – The Trumpeter – posted February 8, 2016 ]
[ Part 1 – The Trump Card – posted August 1, 2015 ]
Okay.
Ummm, scary, right? You’re darn tootin’ it is.
“It is better to be feared
than loved,
if you cannot be both.”
— Niccolò Machiavelli
Don’t let me get all Grand with you.
.
Let me NOT bore you either.
.
Perspective
the intelligence of a ruler is to
look at the men he has around him.”
— Niccolò Machiavelli
< You can quote me on this. >
- Mayor Michael Bloomberg and Donald Trump during 20th Anniversary Gala for Vietnam Veterans at Vietnam Veterans Memorial Plaza in New York City, New York, United States. (Photo by Djamilla Rosa Cochran/WireImage)
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Reality: a clearer perspective
.
What does this say?
| Hosni Mubarak حسني مبارك |
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|---|---|
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| 4th President of Egypt | |
| In office 14 October 1981 – 11 February 2011 |
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Putin’s (Russia) Net Worth: $80B
| Vladimir Putin Владимир Путин |
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Putin in March 2015
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| 2nd and 4th President of Russia | |
| Assumed office 7 May 2012 |
“Politics have no relation to morals.”
He’s a brand and an effective brand at that.
- Brands are consistent.
- Brands have values.
- Brands have attitudes.
- Brands develop loyal followers.
- Trump is a brand.
Whosoever desires constant success
must change his conduct with the times.
— Niccolò Machiavelli
A media that bandwagons.
He has build his brand and his brand alone is just not enough. A BRAND is likened to the basement of any structure. What happens in the basement, is not visible, is not tangible and contains a belief that is required to make a person, place or thing known, accepted or sold. The concrete in the basement of the Trump Tower. The basement decides how tall a building can be. The Trump brand DOES NOT allow him to apologize. He can’t. It’s not HIS BRAND.
In addition to a brand, there needs to be some Design, a Communications Strategy and finally, Advertising after the brand is set up. Below is a graphic chart loosely showing the percentage of time and effort that needs to be allocated in order to make a company (person, place or thing) successful.
- Trump wants to sex his daughter.
- Trump hates women.
- Trump said that Megyn was cranky and on her period as her words were like blood spraying from her eyes and vagina.
- Trump hates all Mexicans.
- Trump hates all Muslims.
- Trump is a real life Neo-Nazi.
- Trump is just like Hitler.
- Trump endorses the KKK.
- Trump incites violence.
- Trump is angry.
See for more here >
Okay. Enough funny business.
Let’s get down to the brass tacks.
What’s next on the campaign trail?
were constructed.
The media hasn’t really touched upon the seriousness of her crimes while she was Secretary of State and in her decision to use a personal computer to do her online work.
Breuk Iversen
Creative Director (CEO)
Quoted here in this article:
This App finds Hipsters Everywhere.
Neurochemical: 3 Fruit Pies
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 about or have read in marketing books. The 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. It’s HIT or miss.
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 guarantee 9 times out of 10 that they never will.
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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.
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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 understand 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.
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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.
🤒 : Call
🤖 : (718) 578-6613
👹 : E-MAil
😍 : BinkNyc@gmail.com
This excerpt is about just one Neurochemical bit out of 86 TENETS for a business to be assured success.
It may sound unbelievable to say something like “business” and “assured success” in the same sentence but, if you glance at our case studies, you’ll see that it is true.
Consequently, not only do the companies we work with succeed, but they survive challenges presented by competitors while double or tripling their business.
You may be asking yourself “How is this possible?” Well, the short answer is Humans are much more malleable and subject to influence than most of us think.
We stat this journey with Research.
Here are some 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 competing 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 tremendous 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.
Neurochemical: Once upon a Time …
… in a forest lived a fair and beautiful young maiden. She loved all the animals just as much as they all loved her. She would meet with them and together they would dance the days away.
At night, when the sun went to its hiding place, she would lock herself indoors to protect herself from the dark light of the night. As the sun rose again the very next day, she would awaken and join the animals for more dancing, more playing and talking among the trees in the forest.
One day….
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Let’s stop it right there.
This type of editorial as a “lead-in” for a corporate brochure is still considered WAY TOO BOLD and daring. Had I written this text, the client might’ve resisted. She might’ve flipped her lid. Factually, the Neurochemical findings show that this type of text would work 90-95% of the time.
I did something remotely similar for a recent client who was a model, an actress and in 2005 graduated the Institute for Integrated Nutrition.
She then proceeded to work at Organic Avenue and started something called the Wellness Concierge with founder, Denise Mari >
Ellie Scully has sustained her disbelief temporarily so we’ll have to see how she does with her campaign first before making any adjustments.
BACK STORY
I’ve known Ellie for 14 years. She’s witnessed first-hand the insanity I’m capable of producing for clients. I take greater risks and veer ‘on the edge‘ rather than ever going with the safe and sorry, boring and banal.
We met on Bedford Avenue in Williamsburg. She was introduced to me by a restaurant proprietor (Rabbithole Bistro) who was the very first advertiser in 11211 Magazine.
Here are some of the images we had to work with:
A FEW MONTHS AGO
We reconnected on LinkedIn. Ellie wanted to merge her previous experience into something palatable combining her illuminating nutritional expertise, modeling and acting career. Her general idea was to do a series of videos and launch an online channel dedicated to her fan base of all the amazing people she has met on her life path.
They are HEROES who are doing good for the entire society and humanity.
Let’s celebrate them.
We set her up with a Brand Lexicon and Brand Metaphor. And then we designed an intro/capabilities brochure which would compliment her already existing website:
Ellie Scully.
What she received as deliverables were:
• A new name for the platform.
• A new logo for the platform’s name.
• Instructions on the HOW, WHERE, WHAT, WHEN and WHY to Use a Brand Lexicon.
• HOW, WHERE, WHAT, WHEN and WHY to Use a Brand Metaphor.
• A 5-page Intro-Capabilities Brochure (PDF).
• Ongoing assistance with her new potential clients and our communications expertise giving her the HOW, WHERE, WHAT, WHEN and WHY to do or say with them.
• 10-12 Hours of consultation and Brand implementation which means we get to yell at her so that she stays “On Brand”. 😀
Ellie Scully PDF
Take all the time you want to call us. You say what you want and we deliver.
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BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples’ lives.
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Neurochemical: “Buy What I Say!”
A commonly held faux belief is that one just goes out there and convinces people to do as they say. Unless you are either paying or bullying them to follow your orders, they won’t. That, or because they want something from you and need your approval or blessing, then they might be so inclined to buy what you say.
Perhaps this is why we still see sexy images of beautiful young women, scantily clad, trying to seduce us into buying a product or service. It’s approval.
Among the false beliefs that happens in people’s minds are that one just goes out there and NEEDS to buy your product or service. This is unlikely nowadays because many marketplaces are saturated. The next hurdles marketers face are the assumption that people are naturally inclined toward conscious and rationale decision making. This is not the case.
The Neuroscience clearly shows that this is clearly NOT the case. If you 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 modern market ecology.
These old market approaches have worked well before the new, improved and impending digital age. In the culture we are living and loving in today, we are dealing with a very new beast of beauty in an time of a huge shift in the cultural ecology.
How do we solve this?
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 politely and properly.
According to Boston Consulting Group and some professors at Harvard University, three methods have been used to enter a product into a market (from oldest to newest):
- Make and Sell.
- Ask and Sell.
- Anticipate and Provide.
Make and Sell was what business owners used to do from 1900-1940s and the more successful companies are pretty much way beyond this today. It doesn’t work anymore and won’t make someone $1,000,000 without capital. Today, 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. The problem with this is
1) they are being paid to tell you what you want to hear.
2) When customers are asked what they want, they often don’t really know (see the New Coke fiasco). They tell you what they and then the manufacturer develops the said product or service. Remember: no one comes with their wallets opened dying to part with their money. Their wallets open under seduction rather than logic. Yet, so many companies still try it. Don’t worry about these companies: they’ll be gone tomorrow. This, ask and sell also doesn’t work today and won’t make you over $1,000,000.
Anticipate and Provide is a good working model.
Audiences aren’t CREATED for said markets. They never were. AUDIENCES already exist. Playing on their heart strings is what they want.
Anticipate what they want and lead them to the promised land. Markets and locating these people today is what your research will tell you already 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.
“Everybody” is not an audience. In marketing “Everybody is Nobody“.
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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.”
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 is not a belief at all. It is NOT a brand but a commodity. It may work a little 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?
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 in the last column. They were still isob BlackBerry when everyone else was already onto the iPhone and Android. 😀
Neurochemical Tip #63:People don’t buy what you do.They buy why you do it.
NeurochemicalPeople don’t buy what you do.They buy why you do it.
Will people buy what you do or will they will why you do it?
Today is always a good idea.
Tomorrow is only a day away. 😀
C: (718) 578-6613
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BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples’ lives.
Neurochemical: ƃuᴉlᴉɯS ɹo ƃuᴉʎɹƆ uᴉɐɹq sƃuᴉddoɹp˙
I love my job. I make a living helping companies that believe in the same ideals, attitudes and lifestyles as me. Well, more or less. 😀
NOTE: As a company, we steer clear of products and services that harm people like weapons of mass destruction, most, if not all pharmaceutical companies, and snake oil salespeople. What we do do is work with clients the dare to stand outside of the box and they offer services or products that are for the betterment of the human species as a whole. It’s something we believe in.
That said, here is the Neurochemical:
Let’s look at normal business environment and how they hail great thinkers and C-level officers. They are considered great if they follow purely Rational (unemotional) and Conscious (logical) thought process.
Neurochemical: How we hate these terms
We hate saying we are AdMen, even when our ads generate a 300+% return for clients. We hate saying we are Branders because most people justifiably mistake branding for design; a logo or websites and something they already have and don’t need.
We hate saying that we are Designers because anyone with a computer and a graphic program today claims to be a Designer. We also hate saying we do Communications because who the hell can’t already communicate?
The lovely services above may seem useless to businesses who already believe they possess them. Besides, most businesses believe that they already have these tools in their tool chest so why go out and buy newer ones?
Well, no one is asking you to buy more tools. What you may want is a team who uses the same tools with much better results.
Here’s a thought to consider:
Just because someone has a gun doesn’t make them a mercenary. Just because someone has a hammer, doesn’t make them a carpenter.
We’ll ask that you consider the fact that you already have the tools and have been using them. “How well?” becomes the only question.
You probably don’t have Publicists but, you should.
You are the Who.
You are the What.
You are the Where.
You are the When.
You are the Why.
We’re just The How.
How your business grows.
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Click the images below for 10 good reasons for a Publicist.
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BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples’ lives.
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Neurochemical: The Greek Secret
What every Greek knows that not everyone else knows.
“Philotimo.”
After a two year hiatus with depression and deep in thought, my great Greek (Crete) business partner returned to the company we both founded. He asked: “WHAT DOES BinkNyc Culture MEAN???”
I thought it was silly question. B-I-N-K is the first letters of both of our names: Breuk Iversen and Nikos Katsanavakis. I sent him the link: (BinkNyc Culture). He was inquiring about a stronger sense of authenticity and integrity which would act as an inspiration to others. He showed me the following video.
He showed me what Philotimo means. I was floored. I waited until I got home to let the tears flow.
How could we forget? What is truly at the core of all our interactions and intention?
So if one takes the idea of The Golden Rule aka Christ Consciousness: “Do unto others as you would have them do unto you” and kicks that up a notch, you arrive at Philotimo.
Philotimo... IS ALL Greek to me. There is a wonderful aesthetic in this. It is a true love of honor.
Another level (kick it up a notch) of authenticity and integrity after Philotimo and Christ Consciousness is a Taoist idea. This Taoist thought is something I personally live by and it has nothing to do with “right or wrong” nor acting in authenticity and integrity. It has to do with a deeper sense of Truth.
This truth is a unifying force which ties us all together as a species. We live on a rich planet that acts in harmony with all that surrounds us. This Taoist truth is as follows:
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Evolved Individuals have no fixed mind;
They make the mind of the People their mind.
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To those who are good, I am good;
To those who are not good, I am also good.
Goodness is Power.
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Of those who trust, I am trusting;
Of those who do not trust, I am also trusting.
Trust is Power.
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The Evolved Individuals in the world
Attract the world and merges with its mind.
The People all focus their eyes and ears;
Evolved Individuals all act as infants.
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Nature only operates and acts from Truth. Fixed opinions and belief systems distort the flow of pure information coming in from the outside world. An unfiltered perspective is more pure. Purity allows one to act without unbalancing anything.
One does not neutralize an acid by adding more acid. To neutralize an acid can only be done by infusing it with its opposite–an alkalide.
This is philosophically what BinkNyc is and does. This is also the premise of the Neurochemical work we do for clients.
Of all the principles, disciplines, ideologies and philosophies I’ve read about and studied, Taoism is the only one which makes perfect sense to me; wholly and completely. It is a discipline and takes continual expansion and inner strength. There is a Power in this. This Power is something I share with clients who’s very business seeks the overall advancement of others.
Thank you.
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BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples’ lives.
