Comments on: Forward—or backward—for the 7-Eleven brand? http://tenayagroup.com/blog/2007/07/19/forward-or-backward-for-the-7-eleven-brand/ Brian Phipps on next-generation brands: Tue, 20 Jul 2010 12:30:59 +0000 hourly 1 http://wordpress.org/?v=abc By: Brian Phipps http://tenayagroup.com/blog/2007/07/19/forward-or-backward-for-the-7-eleven-brand/comment-page-1/#comment-23431 Brian Phipps Sun, 22 Jul 2007 16:13:47 +0000 http://tenayagroup.com/blog/2007/07/19/forward-or-backward-for-the-7-eleven-brand/#comment-23431 Thanks for the comment. You identify a lot of the key issues, and most marketers would agree with you. Others have called it "courageous" and "brilliant cross promotion." Given where the 7-Eleven brand is coming from, that's certainly true. But I just don't see it as adding up to something that advances the brand---and 7-Eleven customers---in a way that can be strategically sustainable. To my mind this promo is 99% cosmetics, a way of dressing up some stores with posters and facades without really digging into brand internals and reconstructing the customer experience. The only difference via the promo is some superficial cartoon characters, which, as cool as they are, don't really add up to much for customers. It's like putting fuzzy dice and spinners on an aging Ford Mustang instead of pulling the head and pumping in some serious horsepower. I guess what I'm saying is that at the end of the day, 7-Eleven gets to play The Simpsons for a bit, but is still the same 7-Eleven as before. There's no real change to the brand, or to the customer. And you're right, that "regular" 7-Eleven brand leaves a lot to be desired. It's never seemed like a happy place, or an interesting one. To me, 7-Eleven is a business that's "brand recessive," and in today's world that makes it vulnerable. BTW: I don't think The Simpsons is "cynical" at all. It exposes cynicism (and hypocrisy) in others. We laugh at the the result. In my brand framework, 7-Eleven becomes a " brand of cynicism" only when it uses brand elements (like the Simpsons) to make customers think they're special, while keeping them locked in the same place. Thanks for the comment. You identify a lot of the key issues, and most marketers would agree with you. Others have called it “courageous” and “brilliant cross promotion.” Given where the 7-Eleven brand is coming from, that’s certainly true. But I just don’t see it as adding up to something that advances the brand—and 7-Eleven customers—in a way that can be strategically sustainable. To my mind this promo is 99% cosmetics, a way of dressing up some stores with posters and facades without really digging into brand internals and reconstructing the customer experience. The only difference via the promo is some superficial cartoon characters, which, as cool as they are, don’t really add up to much for customers. It’s like putting fuzzy dice and spinners on an aging Ford Mustang instead of pulling the head and pumping in some serious horsepower.

I guess what I’m saying is that at the end of the day, 7-Eleven gets to play The Simpsons for a bit, but is still the same 7-Eleven as before. There’s no real change to the brand, or to the customer. And you’re right, that “regular” 7-Eleven brand leaves a lot to be desired. It’s never seemed like a happy place, or an interesting one. To me, 7-Eleven is a business that’s “brand recessive,” and in today’s world that makes it vulnerable.

BTW: I don’t think The Simpsons is “cynical” at all. It exposes cynicism (and hypocrisy) in others. We laugh at the the result. In my brand framework, 7-Eleven becomes a ” brand of cynicism” only when it uses brand elements (like the Simpsons) to make customers think they’re special, while keeping them locked in the same place.

]]> By: mightydreadlocks http://tenayagroup.com/blog/2007/07/19/forward-or-backward-for-the-7-eleven-brand/comment-page-1/#comment-23371 mightydreadlocks Sat, 21 Jul 2007 14:32:35 +0000 http://tenayagroup.com/blog/2007/07/19/forward-or-backward-for-the-7-eleven-brand/#comment-23371 I disagree, I think its a gutsy move that is paying off in the short term with buzz and sales, and in the long term as the start of a solid brand building effort. what they have done is inarguably cool. (perhaps some of the present customers might be insulted, but they probably don't watch the simpsons anyway.) if you agree with that, let me make the case that its not just a short term thing. yes, the simpsons take on convenience stores is a cynical and derogatory one (but then again, isn't the show cynical about everything?). but 7-eleven's present brand image isn't exactly sterling either. so kwik-e-mart is kind of a facing reality and embracing your critics sort of thing. And like an addict hitting bottom and deciding to go into rehab, this is the start of a brand recovery. I disagree, I think its a gutsy move that is paying off in the short term with buzz and sales, and in the long term as the start of a solid brand building effort.

what they have done is inarguably cool. (perhaps some of the present customers might be insulted, but they probably don’t watch the simpsons anyway.) if you agree with that, let me make the case that its not just a short term thing.

yes, the simpsons take on convenience stores is a cynical and derogatory one (but then again, isn’t the show cynical about everything?). but 7-eleven’s present brand image isn’t exactly sterling either. so kwik-e-mart is kind of a facing reality and embracing your critics sort of thing. And like an addict hitting bottom and deciding to go into rehab, this is the start of a brand recovery.

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