Risky Bidness
This month, a dozen 7-11 stores across the country turned into “Kwik-E-Marts,” a real-life version of the animated stores featured on the Simpson’s television series. The nationwide stunt is promoting the new Simpson’s Movie. This seems like a no-brainer: generate big publicity for 7-11. Dig deeper, however, and you’ll uncover some serious risk taking. In the television series, the fictional Kwik-E-Marts often portray convenience stores in a negative light, e.g., expensive goods, poor food quality and ongoing targets for crime and general mayhem. The 7-11 chain is taking a risk with its brand – and the entire industry – by allowing for some self-deprecating fun, while boosting brand awareness.What risks are you and your clients prepared to take? Are you offering your clients a steady stream of unconventional, creative? During the next brainstorm, think about allocating 30 minutes at the end of the storm for a “Superhero Segment.” Here, the brand becomes a Superhero, complete with Super powers. That means nothing can go wrong, no one can be harmed and everything turns out right. List all the things you would do in this supper safe world.