11 principles.
One direction.
Ours.
Every successful brand was once small and local — but at some point it became world-ready. These are our beliefs why. And how. We put them behind every project. This is our thinking about brands, strategy, and what it takes to move further. The reason some brands become world-ready. And some stay small. Before they disappear.
The 11 principals of Eleven
1. “Products are made in factories; brands are made in people’s minds.”
A brand is not just a logo, product, or packaging—it’s the sum of mental availability and the internal emotions and associations created in people’s minds. It's teh gut feel some has about a product or a service, before even try it.
2. Branding is the Intentional Effort to Build the Desired Brand.
Associations form whether we influence them or not. Our job is to guide them in the right direction using consistency, distinctive elements, and coherent communication—linking the brand with relevant Category Entry Points (CEPs) to ensure it comes to mind at the right moment.
3. Branding is a Business Driver - Not Just a Lipstick on a Pig.
Strong brands grow 3× faster, command 80% more consumer preference, increase innovation rates by 84%, boost employee satisfaction by 89%, achieve higher margins, and justify premium pricing. Branding is not a cosmetic layer—it’s a growth engine.
4. Brand Strategy
is sundamental for success. Just 4 question to think of.
Positioning + Targeting + Objectives = The Clear Strategy. Forget 50-page documents or we will decied on a later stage. A brand strategy must answer just 4 key questions:
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How do we want to be perceived?
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Who are we targeting?
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What do we want to achieve?
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Why does it matter?
These form the foundation of our work.
5. The 3 Branding ingredients:
Relevance, Authenticity, Differentiation
· Relevance (Consumer Perspective) – Researched and validated through real-world insights.
· Differentiation (Competitive Perspective) – Standing out in the category.
· Authenticity (Company Perspective) – Rooted in truth and internal alignment.
6. All you need is Distinctiveness + Relative Differentiation
Absolute uniqueness is difficult to maintain, but distinctiveness and relative differentiation secure the brand’s place in the category, making it the preferred choice in competitive markets. Branding is a long-term business asset.
7. Branding & Marketing - 2 Sides of the Same Coin.
Branding builds long-term brand assets, while marketing amplifies and monetizes them. One does not replace the other—they work together to attract and retain customers.
8. Brand Identity is Fundamental.
To succeed, every product, service, or company must have a clear, distinctive, and easily recognizable identity. This investment ensures the brand is memorable, preferred, and impactful.
9. Strategy & Design must work in Unity
Design is not decoration—it’s a creative outcome driven by a strategic foundation. Strategy and design must work together to ensure relevance, effectiveness, and long-term impact
10. Long-Term & Short-Term communication should work Together.
Short-term campaigns drive immediate sales, but long-term branding builds preference, shapes perception, and fuels future growth. The right balance is key to sustainable success.
11. Solving Business Problems Requires Strategic Diagnosis.
Like in medicine, branding must distinguish between symptoms, root causes, and treatments. We don’t apply cosmetic fixes - we analyze, diagnose, and solve at the core for real, lasting impact.
Eleven
Offering :
World-Ready
Branding
Eleven is a Sofia-based brand studio. We work with food, beverage and hospitality brands that are ready to move beyond their local market.
We sit in the middle ground — between strategy and design, between client and agency. That's where brands are actually built.
Founded 2017. Built on 15 years of real market experience.
I've been on both sides of the table.
15 years as a client — leading marketing for Heineken, Jack Daniel's, Finlandia Vodka and Desperados across some of their most competitive markets. And before that, inside Ogilvy and BBD — learning how the agency side thinks, works, and creates.
Most people know one side. I've worked both. That's why Eleven lives in the middle ground — where strategy meets design, and where brands are actually built to perform.
Not just small or local. Effective and competitive. Open. For the world.
Dobrin Bakardzhiev
World-Ready Brand Architect. Eleven.