The Excellent Name Campaign

A marketing campaign focused on leveraging marketable brand assets.

The basis for this entire brief is to find Profitable Brand Positioning for the hypothetical brand — Elleven —as a new entrant in a hyper-saturated luggage market.

Elleven being the bastardized version of eleven is effectively achieving multiple sub, direct & overt meanings. These would be, but not limited to,

In addition to the on-the-nose associations, to tie the brand in with the Travel Market specifically, the tagline/sub-title/catchphrase needs to be directly targeting the story being sold.

Which is why:

and Not Just A Few More Well-Designed Suitcases

July & Away, very specifically, operate with clinical feels of product focus — their the major draw being design (both have an ‘Our Story' that read very similarly). Aiming the differentiation away (ha-ha) from design to one of a brand story focus would be optimal route for Elleven — it will help market the product in a more inspired, story/experience driven manner than a transactional one. Quality assurance & design focus are marked territory by established competition, and are really already presumed to be a given in the product offering, so would not engender true differentiation. Unhelpful every which way.

The purpose behind building around the story rather than the product is pure flexibility in how customers choose to engage with the brand. Elleven can be a purchasing opportunity, a consistent source of travel inspiration, or an aesthetic to aim for aspirationally.

Case Study : UNIQLO’s Made for All philosophy.

The points covered in here are straightforward — who are UNIQLO’s focus, what they represent, what makes them who they are, and how does UNIQLO fit into their lives.

These points are covered to achieve brand resonance where customers fully identify as the ideal consumer of the brand. More than simple need fulfillment, the entire brand identity, product offering & the brand ethos resonates with what the customer could ask for.

The goals behind #EllevenisforJourneys Story are similar:

Written out the Why Elleven? would read more along the lines of how a band of inspired creators/professionals finely designed the perfect experience piece for similar minded people. And a tie-in with the importance of the Elleven and, by intended extension, November, in their lives as the placeholder for times where travel shaped them.

The aim for each month’s #[M]isfor[X] is to create a standard expectation amongst returning customers for updates every month, while giving funneling options for the site to direct site traffic from landing page to specific products/add-ons/accessories.

Start, middle(optional) & end of month newsletters would outline the focus of the month, (optional) updates on terms of the campaign, and the end would be a celebratory conclusion of the same. This is done to engender a feeling of continuity and a common purpose, especially if the motif of charity donations from the add-ons is carried throughout individual months.

Following the 12 Month Cycle would produce 12 different flavors/aspects of travel being covered. This would enable paid partnerships with content creators to have a lot more flexibility in engagement. Pre-prepared sets of campaign briefs per month can be provided — they can accordingly produce content to their strengths or hold off until a future month whose Journey they agree with.

Away Travel has Here Magazine, covering here & away, which is excellent branding. In a similar way, the monthly cycle of content can be relegated to the editorial section of the platform (which is crucially important for organic traffic) as either the pre-Travel preparations & research focused October/Eight Magazine or the post-Travel life & adjustments focused December/Twelve Magazine.

The core purpose of isolating and building the brand identity is to gain momentum in the marketplace. Simply put, we need the brand to self-propagate through organic channels growing exponentially from the initial pushes.

Basics of consistent brand momentum are affected by innumerable factors, but those that can be controlled would be:

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