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'Be Your Way,' Says Burger King
By: Dwayne W. Waite Jr.
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Not too many things these days can last for 40 years. A car can barely last 10 years now. People in our generation, Generation Y, has an average job stay of two years. The average employee now will have a stint at nearly eight different companies.

Processes change, too. First, airlines allowed baggage without a fee. Now, it is a surprise when you don't get charged.

And now, the death of the tagline. First, the national "Got Milk" campaign (yes, we know they kept it regional) and now Burger King has decided, under new management and marketing direction, that the "Have It Your Way" has had a good run after 40 years.

Long live "Be Your Way."

Why the new motto? First, because the fast-food industry is shifting from a customer service mindset to a "power to the people" mindset. The marketing person highlighted in the BI article stated something very similar, adding that Burger King wanted to get with the times. Burger King wants people to know that it doesn't matter what your lifestyle is; you should "do you" as much as possible.

Interesting deviation from the longstanding slogan. Unfortunately, it sounds more like a Jedi saying than a call to be an individual.

Will it work? Possibly. Who can really cast judgment? Seriously, who would have thought something as simple as YOLO would catch on as quickly as it did? Or the "Just Do It" slogan?

The human mind does appreciate sayings in threes, so perhaps the research Burger King did found that to be the case.

Burger King will be an interesting party to watch. For with the change in management and the new marketing folks securely at the helm, we are sure that this won't be the only change we'll see. Yes, even Consumerist brought up that the BK Lounge will also start serving burgers and fries on the breakfast menu.

How rebellious!

In all seriousness, it will be fun to see these fast-food giants reposition themselves while the general consuming public re-evaluates what they appreciate in on-the-go dining.

May the games begin.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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