1. Birth of a Brand
Our example is 7-11 convenience stores. When they began, they were competing with suburban grocery stores and urban corner stores, both of which were open for the same hours as most people worked–from 9-5. The 7-11 hook was that for their customers’ convenience, they kept longer hours from 7 a.m. to 11 p.m. and that drove their branding. The name said it all. They didn’t need a slogan. The logo and colors, clear on a small lighted sign, needed to be seen before daylight and after dark.