Michael Karnjanaprakorn

As someone who has moved out of advertising into creative entrepreneurship, I am really fascinated at how the Brooklyn Brothers are re-defining themselves. It’s one of the few companies that are actually DOING something to NOT be an advertising agency.  Here’s the “about” section from their website:

Before you ask, we’re neither from Brooklyn nor brothers. We’re also not an advertising agency, a digital or direct marketer or a design company,.

So what are we?  We are a creative enterprise.  What the hell does that mean?  It means we use ideas to create profit.  Profit for our clients and for ourselves.

Now, the thing that will make your company the most money could well be an ad campaign.  But it’s just as likely to be something else, too.

Since our launch we’ve helped create web films, dinner mats, billboards, online games, websites, press ads, direct mail, team mascots, web banners, blogs, packaging, t-shirts, competitions, in-store displays, organic chocolate and coconut water.  We’ve reformulated supplements, pitched TV shows, recommended product extensions, renamed brands and published a book.

And yes, we’ve made the odd ad campaign.  What’s thrilling about being a marketer right now is that you have an infinite number of ways to build your brand.  Of course, what’s unsettling about being a marketer right now is that you have an infinite number of ways to build your brand.

The good news is that the revolution in all kinds of production technology allows you to execute all these ideas without giving your CFO a coronary.

There is no right answer anymore.  There are, however, right answers.

And they have officially entered the chocolate business.  ” Fat Pig is not the only non-advertising business Brooklyn Brothers is working on. Others include a children’s book, a furniture line and a soda.  There is also a Web site with the candy’s tagline — “Bad for you in a good way” — prominently featured. While it currently is a placeholder, the company hopes to launch the site next week with the ability to order online.”

OK.  Is it just me or is this super cool?  It’s actually a real product that will probably turn a real profit.  I’ve read a lot about other agencies creating products such as the video games CP+B created with Burger King but this is a real entrepreneurial effort that the BB are embarking on.  Would love to see this develop over the next couple of years…