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An Idea A Day by David Thompson

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PUBLIC RELATIONS

DO SOMETHING VERY, VERY PECULIAR

Jim Blythe

IN ORDER TO stand out, you have to be different. Sometimes this means doing something that seems absolutely crazy—and might actually BE crazy. On the other hand, it doesn’t pay to look foolish. It’s a fine line between being startling and being stupid.

In recent years the fast-food industry has undergone marked changes. Competition has increased dramatically, with American fast-food restaurants covering the world and British home-grown versions losing ground. People have become a great deal more sophisticated in their eating habits, too—the chips-with-everything tradition of British ...

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