WELCOME
Bill Bernbach, the grandfather of modern American advertising, once suggested that the true secret of great advertising was to sell nothin’ to nobody. What you do instead, he said, is create what he called environments to buy, brand environments that convert prospective customers into willing co-conspirators.
Of course nowadays the only environment more polluted than our physical environment is the virtual one between our ears: the media environment where the average American spends almost twelve hours of each and every day, and where your advertising and marketing environments to buy are consigned to choke and drown in a Love Canal of toxic commercial media detritus and waste.
Enter the Brothers Einstein, a creative strategy and branding boutique. We help very select rapid-growth clients develop and protect their brands in an increasingly toxic media environment, and we think it’s time to stop the madness.
We think the current emphasis on media strategy over creative strategy and brand development is bad for the media ecology and bad for business, yours and ours. And we know the ability to deliver your brand message to the right target audience in the right place at the right time is worthless unless and until you’ve got the right brand message to deliver in the first place, no matter how many high-priced digital media consultants tell you otherwise. Here at the Brothers Einstein we know that in an on-demand media world it makes less sense to target your audience, and more sense to let your audience target you.
Our operating strategy is predicated on what we call the Albert Keeler Principle, an amalgam borrowed from the sage counsel of two 20th-century American giants, Albert Einstein, and Hall of Fame baseball great Wee Willie Keeler…
According to Albert Einstein…
No problem can be solved from the same level of consciousness that created it.
and according to Mr. Keeler, we should…
Hit ‘em where they ain’t.
We think it’s time to raise the level of consciousness and hit ‘em where they ain’t — precisely what we’ve done as rogue marketers and true media pioneers for the past three decades, and exactly what we’ll do for you and your brand. As testimony, we offer the BIG picture.
Together and as individuals, the Brothers Einstein have been crafting and building creative brand strategies for the past three decades across all media, analog and digital. Our client list over the years reads like a Who’s Who of great American brands across virtually all vertical categories, and our list of notable media industry firsts suggests a couple of pioneer creative strategists and thinkers whose past influence will be eclipsed only by what we do in years to come:
- 1984 - Einstein’s Computer Guides…
…the first major computer book series, published by Harcourt Brace Jovanovich. - 1984 - Einstein and Sandom Interactive…
…the nation’s first digital advertising agency, founded in 1984 and sold a decade later to DMB&B. - 1991 - Room Service Hawaii…
…the world’s first destination-based 24/7 cable shopping network, designed to sell indiginous Hawaiian products to Waikiki hotel guests, acquired by Time Warner in 1996. - 1996 - Smart Syndication (online)…
…the world’s first Web-based commercial content syndication network, acquired by CKS in 1997. - 1996 - Smart Syndication (spot TV and radio)…
…the first and only commercial syndication initiative to distribute programming exclusively through local-market agency partners, Smart Syndication is still going strong as — pound-for-pound — the nation’s most profitable and contrarian commercial syndication network. - 2005 - Einstein’s Corner…
…a popular weekly column published by MediaPost. Einstein’s Corner was the first serious body of work to explore the adverse effects of our obsessions with and addictions to media and digital technology.
We promise never to bore you with talk about our obsession with ROI, because we don’t have one. Nor will you ever hear us describe our thinking as outside-the-box, largely because outside the box is precisely where you’ll find all of the marketing and advertising clutter currently produced by all of the self-professed, outside-the-box marketers who can’t even distinguish their own brands, let alone yours.
We hope you’ll enjoy your stay with us here at the Brothers Einstein. Come back often and tell your colleagues. Even better, contact us soon and put the Brothers Einstein to work for you and your brand.
