– Axel Schwan , Burger King Corporation Executive Vice President and Global Chief Marketing Office slogan change denotes a change in Burger King itself – not in its menu lineup or its store façades but , according to a BK press release announcing the change , more of a shift in the brand ’ s cultural identity and in the way that it is hoping to connect with its audience :
“ BE YOUR WAY ” reminds people that no matter who they are , they can order how they want to in BURGER KING ® restaurants and that they can and should live how they want anytime . It ’ s ok to not be perfect . Self-expression is most important and it ’ s our differences that make us individuals instead of robots . BURGER KING ® restaurants are , and always have been , a place where you come as you are , eat what you want , how you want , with whom you want , and step out of this world of standardization that tells you if you do something different , people might look at you . The BURGER KING ® brand says , “ bring on the eyeballs .”
FRANCHISING
WHEN YOUR BRAND has been around for decades , sometimes an image overhaul is necessary to keep things fresh and keep consumers interested . Sometimes that change is drastic and widely broadcast , as with Domino ’ s highly publicized Turnaround campaign . Other changes are more subtle , like Burger King ’ s slogan change from “ HAVE IT YOUR WAY ” to “ BE YOUR WAY ,” which was officially approved in May 2014 , parting way with the previous tagline after forty years of use .
It ’ s just a slogan – but no change , no matter how subtle , is made without careful planning and intent when it comes to multibillion-dollar worldwide franchises . What ’ s more , Burger King has indicated that the
“ BE YOUR WAY ’ is a better reflection of who we are and how we want to interact with our guests .”
– Axel Schwan , Burger King Corporation Executive Vice President and Global Chief Marketing Office slogan change denotes a change in Burger King itself – not in its menu lineup or its store façades but , according to a BK press release announcing the change , more of a shift in the brand ’ s cultural identity and in the way that it is hoping to connect with its audience :
“ BE YOUR WAY ” reminds people that no matter who they are , they can order how they want to in BURGER KING ® restaurants and that they can and should live how they want anytime . It ’ s ok to not be perfect . Self-expression is most important and it ’ s our differences that make us individuals instead of robots . BURGER KING ® restaurants are , and always have been , a place where you come as you are , eat what you want , how you want , with whom you want , and step out of this world of standardization that tells you if you do something different , people might look at you . The BURGER KING ® brand says , “ bring on the eyeballs .”
“ BE YOUR WAYSM ’ is a better reflection of who we are and how
16 September 2014