It’s a suitcase, it’s a scooter, it’s the most adult thing you’ve ever been embarrassed to want. We all know the quickest way to get from point A to point B is on an airplane, but what’s the coolest way to get there? Luggage that turns into an actual scooter, for adults, of course.
In this episode of Can They Brand That?®, watch Semiserious, a female-founded humor branding agency, build a complete brand strategy for scooter luggage, live. In this speedy episode, we cover: who actually rides their luggage through airports, how to market gear that’s equal parts practical and unhinged, naming, positioning, and campaign concepts.
Perfect for: travel brand marketers, gear enthusiasts, and anyone who’s ever sprinted through an airport wishing they had wheels. Hosted by: Allie LeFevere and Lyndsay Rush Sanders
Timestamps:
00:00 Intro, Show Rundown, Best Friend Banter, and Discussing Today’s Branding Challenge: Can They Brand Scooter Luggage?
05:37 The Brainstorm Begins!
08:26 Building a Scooter Luggage Brand From Scratch: Discussing Target Audience (bigger than you think!) and Brand Positioning, Ideating a Brand Identity, Brand Names, Taglines, Brand Voice, Messaging, Packaging Design, Visual Identity, Funny Campaigns, Stunts, Activations, Product Lines, and Marketing Strategies for Adult Scooter Luggage
37:51 Mascot O’ Clock [Funny Mascot Ideas]
42:47 Funded or Done-ded [Would this idea get funded? Should someone hire us to actually brand it?]
Key Branding Ideas from This Episode:
- Leveraging humor and hyperbole transforms mundane products into memorable brands by making them feel inherently fun and desirable.
- This approach disrupts typical marketing fatigue, fostering an emotional connection that sticks, even without detailed explanations.
- Naming a product something sticky serves as a mental shortcut that embeds it into the cultural lexicon, boosting memorability and differentiation.
- Striking, distinctive names can own a category and become synonyms, like Kleenex or Band-Aid, enhancing top-of-mind awareness in crowded markets.
- Avoid generic labels; craft names that sound distinctive yet easy to recall and suggest a vibe or community identity.
- Premium brands or big corporations often water down humor-driven branding to appeal to a broader audience, risking their authenticity and impact.
- Size and budget do not guarantee brand strength; authentic humor at any scale can deepen emotional engagement and loyalty.
- Focus on consistent voice and clever positioning rather than diluting humor to prevent appearing inauthentic, even for corporate giants.
- Creating insider language fosters a sense of belonging, loyalty, and cultural identity among consumers.
- Language shapes perception and community, turning customers into brand ambassadors simply through shared vocabulary.
- Develop quirky, memorable terms that consumers can adopt, amplifying word-of-mouth and social resonance.
- Surface design influences perceptions of exclusivity, fun, and innovation, making a simple product stand out in the marketplace.
- Use vibrant, customizable elements or clever hidden surprises to reinforce brand identity and foster user interaction.
- Humor’s true power lies in consistency across touchpoints, from product names and packaging to website copy and customer service interactions.
- Inconsistent humor creates dissonance, undermining credibility and diminishing emotional connection.
- Inside jokes, playful nicknames, and quirky branding elements resonate more deeply within niche or community segments, fostering affinity and loyalty.
- Use fun language and community-specific branding to create a sense of belonging, encouraging fans to become active promoters.
Semiserious is a female-founded humor branding agency for CPG brands. Their sweet spot is working with founder-led or venture-backed DTC startups to build brands using comedy as a core strategy to help brands stand out in a crowded market. Their roster includes industry darlings like Clif Bar, Native, Blue Bunny, Waterboy, Pie, Argent, JOI, ABC Fine Wine & Spirits, Yogi Tea, Choice Organics, GEN Z, The University of Chicago, Alleyoop, Better Than Booze, Backwoods, Bad Rabbit, U Suck at Golf, Hobbyist, and the Dallas Cowboys, but they would never brag about it in their bio. This funny branding agency has offices in Chicago and Nashville, but works with clients globally.
Say hi or snoop around:
🔔 Subscribe for weekly branding brainstorms → https://www.youtube.com/@semiseriousagency
📺 Watch the full Can They Brand That? show series → https://bit.ly/can-they-brand-that-playlist
🌐 Work with Semiserious: https://semiseriousagency.com/
ICYMI, this show exists 1) to champion originality and creativity in a sea of AI slop, 2) to show potential clients the power and value of fun as a consumer-converting strategy, and 3) to bring some much-needed levity into the world where we can.
#LuggageBranding #CanTheyBrandThat #HumorBranding #BrandStrategy #FunnyMarketing
