For many companies, branding is about consistency: How things will look, what tone communications will carry, and how promotional efforts will be handled. For other brands, however, this positioning is the foundation upon which everything else is based. The epitome of this emphasis on customer engagement through branding is found at the largest convenience store chain in the world, 7-Eleven.   The chain is proving the value of its brand once again with Bring Your Own Cup Day (complete with #BYOCupDay hashtag, naturally), a promotion....

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