When marketing should

be working but isn’t,

there’s a damn good reason for this.

So many businesses market the way they think people decide.

Neuroscience has measured how people actually decide.

And here is where we close that gap.

We build brands
that are worth
remembering.

It’s so they can become a
business people talk about.

The Private Pour

is a business transformation focused on Branding, Advertising and Marketing with the sole purpose of increasing income by securing more clients. ‍Simple.

It’s not magic. It’s science.

‍ ‍

Private

The Formula™

Williamsburg | Brooklyn
In 2000 we rebranded a single Brooklyn zip code, 11211, through a magazine. Not an ad campaign. The identity of the neighborhood itself. We didn't renovate one building. We changed what the address meant, and the market repriced everything onto the new perception.
The corner where 11211 was conceived is a Warby Parker now. There’s also a Rolex, Chanel, Salomon, Patagonia, Le Labo Fragrances and a Google store all on the same block.
Directly across the street, a Hermès plans to open in 2026. So, the hits keep coming.
That is our whole thesis on two blocks. Change how a place is perceived, and the market value follows the perception.

If you don’t succeed, neither do we.
That’s not a line. It’s how
we’ve worked for thirty
years for thousands of clients.

is for owner-led businesses up to $10M.

DISCLAIMER - We’ve spent countless hours, days, months, and even years explaining to clients the benefits of using neuroscience compared to basic marketing tactics taught in psychology.
It’s a science, not guesswork.
The numbers don’t lie.
We reflected upon the amount of time spent, wasted in these ‘lengthy conversation explainers,’ sometimes mid campaign, and we thought about saving these hours.

This is exactly why the Private Pour (and CA) was created :
TO SAVE TIME.
Our clients deserve to know exactly what the neuroscience & the creative approach do to their marketing, explained in one clear, day long and candid conversation.
Yes, it’s a long conversation.

Slide from the Private Pour.‍ ‍

Slide from the Private Pour.‍ ‍

30 years of market science,
case studies, from market
experts, neuroscientists,
thought leaders and by
many of the world’s leading
experts, with their articles
and videos, compressed
into a full day.
You too will have no doubts after experiencing the ‘Private Pour.’
Guaranteed.

Our biggest problem is if a client doesn't win, we don’t either. So everything in this one ‘Private Pour’ day is built to make sure we win.

You can stop guessing and walk out knowing exactly where the business is bleeding, why the obvious fixes never worked and the first few moves that change it.

Your customers start choosing you for reasons they can’t quite put into words.

How?

We stop selling to the part of the brain that argues, and start reaching the region that actually agrees and decides.

"Working with Breuk Iversen has been a truly transformative experience. In just three months, he helped rebrand my business into the high-end presence it deserved. He is deeply committed to your success. He lives by 'if you don't succeed, I won't succeed.' I think of him as my fairy godfather, bringing my vision and brand to life with clarity and precision. Highly recommend."

— Sabina Shnaidman,
‍ ‍SabinaExtraordinAir

Marketing isn’t rocket science.

It’s brain surgery.

Economies, marketings and clients follow their brain’s : feelings, deep desires, trends, their sister’s opinion, and whatever they saw at 2am on their phone.
It’s a very predictable pattern.
Many brands that struggle with marketing today seem to share the same symptoms : they’re writing at people, not for them.
This isn’t a business
problem per se.
This is a communications problem.
We locate this problem and fix it.
And unlike actual surgery,
you’ll be wide awake
to see it all work.
See the : Private Pour
At every stage, every launch, every space bound trajectory obeys the laws of gravity. These laws that were written long before the first rockets appeared.
Nothing about rocket science is guesswork. It is a disciplined sequence of engineering and it’s repeatable. The science is unforgiving, but it is knowable.
Marketing gets treated like it belongs in the same category as rocket science. It doesn’t.
Pretending it is only makes people freeze up, promises are broken and deadlines and missed.
Today markets run on human attention and its human default patterns are far more forgiving and flexible than the laws of gravity.
We respect the system which human decisions are made and when they are made, and who gets to win this war on Human Attention gets more business as a result.
Imagine in one day being fully equipped with What a century of advertising and branding‍ has done to your brain and what it would mean to have the skills to capture more business. ‍
Welcome to the
Private Pour.

The Private Pour is a full day with your business poured out on the table. We inspect it to improve it.

There is only one reason

to ever do a ‘Private Pour’ :

to make more money.

Period.

Slide from the Private Pour.‍ ‍

We’ve spent the better part of the last few years perfecting a full day Masterclass & Workshop.

We’re calling it the Private Pour.

“Our experience working with Breuk is very positive. He is diligent, patient, and talented. The sessions are insightful, interactive and fun. We now have a clear direction of how we can take our brand to a completely new level, and I am excited about applying everything we have learned. Our agency highly recommends 8grape.”

— Alexandra Zhila,
Marketing at Admiral Insurance

If your business closed

its doors tomorrow,

what would people say about it?

Most owners can’t answer that in one sentence. That isn’t a marketing problem.

That’s the problem.
And, why the usual fixes: throwing money at the problem; spending more on paid media; printing more; doing more content, don't move the needle.
The part of the brain that weighs features, prices and reasons is a sliver of the decision-making process according to insights uncovered in neuroscience. The larger part of the decision that decides first, is below conscious awareness, then hands over a reason way after the fact. The problem is that most marketing is aimed at the 5 percent that argues and compares. Compare this to the 95 percent of the brain that actually chooses never connects to your service or product at all.

Slide from the Private Pour.‍ ‍

“They may forget what you said—but they will never forget how you made them feel.”

— Carl W. Buehner, and
later attributed to Maya Angelou

Two instruments run the whole day, the same way every time.
1) The Neurochemical™
2) The Formula™
Nothing in the Private Pour is opinion. It is science and fact-based, well-sourced, and drawn from what neuroscience already knows and most companies are only starting to figure out.
We show you exactly how to build market campaigns for the part of the mind that actually decides, not the part that explains the decision later.
Then, you can Do-it-Yourself or let us do it for you.
We match the messages to how your customers see, hear, and take in the world. We speak to what they are moving toward: status, achievement, belonging.
And we build it to be felt, not just understood.

One tool we use :

The NEUROCHEMICAL™.

“If you speak to their intellect, you might have their ear. Speak to their heart, and you’ll have their whole body.”

— Breuk Iversen

How the Private Pour gets poured :
1) The Query. A confidential, structured read of your business, sent ahead of time, so we walk in already knowing where it bleeds.
2) The Formula Score. Your business graded department by department, 1 to 100, a number with a reason behind every point. It’s not a feeling. It’s an operational document of how the company is being perceived from the outside.
3) The Masterclass : Thirty years of frameworks, like the Neurochemical™, in plain English, with case studies and scientific proof behind every claim. The business is highlighted as a working example so, this is not a lecture.
4) The Plan + Strategy. On two-day engagements such as The ACTION and The STAND, a 60-90 Day marketing plan and strategy is created with clear priorities, placed in a sequential order, with five emails and five DMs drafted and ready to send.
5) The Pour. When the work is done, we don't email it. We pour it. We use DOC and DOCG certified Italian wine and a charcuterie platter to match, because a day you feel in your body is a day you act on. This is a working example of exactly how your brand should land on every customer/client you have.
You won't leave with notes. You'll leave holding a working Plan + Strategy and a new lens to see the business through.
The Formula™ score that shows exactly where you stand. A new plan you can run with, in a day or two.
The objective is to have a business that customers choose for reasons they can't quite name.
Strange, right?