Breuk Iversen

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.

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 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.

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.

BinkNyc@gmail.com

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….

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.

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

Neurochemical: Sweet Janes logo

Try to take a lemon and make an apple.

There’s been an interesting development since this past summer and something we’d like to refer to as a strategic partnership.

See the initial article here:
< link to: I Scream >

Usually we are always talking about a project’s development after the job is done. In this Neurochemical entry we are including you in the step-by-step process of this new business in Astoria, NY (Queens). The name is Sweet Jane’s Frozen Desserts.

1) She had to choose a new name because of a potential trademark infringement. The firm found Sweet Janes, without the apostrophe, is free and clear. This is now the new name.

We won’t go into all the fuss and bother with the all the research we did because most people consider research boring and useless. To those people that undermine the usefulness of painstakingly gathering hard data, we say: “Go to take the Law Society Bar exam or a Board Certified Medical exams WITHOUT RESEARCH and let us know how that works for you.” 😊

2) as of the date of this entry we still haven’t completed all the Branding (Brand-ID) on her campaign yet but have placed a few elements down that work.

3) We are jumping ahead of ourselves on the Brand aspects and looking at the logo Re-design. It’s not a huge mistake skipping this step because we know what we are doing. So, for this Neurochemical excerpt, we’d like to go over the process of redesigning the Sweet Janes logo.

Here’s what the logo looked like two weeks ago. I still say that it is fine.

Let’s look at this more critically.

The initial designer who did this for Jane wanted to impress the idea of duality:

The horns and the halo.
The orange and the purple.
The two different fonts of the “S & J”.

Well, this is fine, not great design but for a single shop business, it’s okay. Now if you want this little business to grow into a larger brand (thinking 5-7 years down the road) this is a dismal failure. Let’s make the switch NOW before Sweet Janes gets too far into the public eye.

First, (1) All logos have to work in black and white.

I played with the propositions so when it is either shrunk to a quarter of an inch or blown up into a 30 foot building mural it will still look good and be readable. Now it will read better and be recognizable.

Second (2) I used the measurement in the golden ratio from Pythagoras and moved the halo up higher to achieve this proportion.

Ah, it does look better and feels much lighter. This took me a couple of days. It’s difficult to make something look simple and effortless.

Third (3), I fixed the proportion to make it 100Xs more readable even at a small size:

^ The middle one ^ reads really well. The SJ is proving to be distracting and confuses the reader.
We’ll use the second one.

Next, we’ll play around with the font and place a banner on it. I wanted to make the banner look like a halter top, underwear, some thing sexy, something fun and something, ‘old brand,’ ice creamy.

It’s not looking done yet… How does the logo play out in applying it to a Brand Architecture and can the colors could be used to represent different aspects of the brand?

Meh… I’m not in love with you yet. So I did a few dozen other versions.

Colors that are light like a pastel could work for a high-end ice cream.

It’s still not there. It still needs some….. 🤡 UMPH💥.

Okay… it’ still not there yet so, let’s go back to this earlier rendition, to the solid black and white. Um, maybe, maybe… maybe it has too much boldness for an ice cream brand.

Let’s try for something that might be considered a little more elegant and a little more adult.

Maybe too MANY COLORS now… although removing the banner seemed to add something very cool.

I think this is it.

I don’t usually talk about sales too much but, I’m pretty good at it.

I recently went and showed my face everyday for the last 2 weeks to get Jane and me in front of the GM at the famous Bohemian Beer Garden in Astoria, Queens. They’re only 2 blocks away from Sweet Janes and are celebrating their 100th anniversary this year. On any given weekend this beer garden hosts and serves over 2,000 people.

It will be the biggest and best form of advertising while selling 2-3 times the amount of product. Bohemian Hall will have something new that none of the other beer gardens have featured yet and we all are excited and intrigued.

Something like the logo above will work for this historic venue! We met with the GM today and have come to an agreement for Oktoberfest and their big wine weekend. If you are in the area this weekend, stop by. We’ll be serving wine sorbet and beer pops.

We’ll be redoing the interior of the store with the logo and have created the textile below for the walls.
This pattern will be applied with a rubber stamp and ink pad. It’s a low cost solution and there’s something amazing that happens when you look at an entire wall cover with a pattern, not manufactured, but done by hand.

With the right lighting we’ll eventually have a great looking place with this logo as the centerpiece.

If you have any questions about what we are building and how we accomplish this or would like to see how we handle certain aspects in helping clients build an empire, just write us. BinkNyc@gmail.com

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