Howard Davidson Arlington MA - Burger King Gets Emotional with Be Your Way. Howard Davidson from Arlington MA writes about how Burger King has a new Be Your Own Way tagline. Howard Davidson from Arlington Massachusetts is marketing guy who helps brands connect with target audiences. howarddavidsonarlingtonma.com Howard Davidson writes about about advertising, social media and marketing with a touch of sarcasm.

1. Burger King Gets Emotional
With Be Your Way
by
Howard Davidson, Arlington, MA
Slide By :- Howard Davidson Arlington MA

2. Burger King Gets Emotional
With Be Your Way
Burger King has decided to flip their
‘Have It Your Way’ slogan. So now,
the company is showing it’s emotional
side with their new ‘Be Your Way’
mantra.
Slide By :- Howard Davidson Arlington MA

3. After more than 40 years, Burger King (BKW) is
dropping its famous “Have It Your Way” slogan in
favor of a touchy-feely and rather vague “Be Your
Way“ slogan. This ew motto reflects the fact that
“Self-expression is most important and it’s our
differences that make us individuals instead of
robots.” Go figure.
Slide By :- Howard Davidson Arlington MA

4. It may be possible that consumers previously
on the fence on whether to eat at Burger King
will now step inside the fast food restaurant
because they will be embraced for who they
really are.
Fernando Machado, Burger King’s senior vice
president of global brand management, said
that ‘Have it your Way’ focuses on only the
purchase of a burger while ‘Be Your Way” is
about making a connection with a person’s
greater lifestyle. In the message of ‘Be Your
Way,’ there’s acceptance and for that reason
it’s easy to see why Burger King would choose
it.
Slide By :- Howard Davidson Arlington MA

5. “Fast food companies have taken such a big hit,
getting criticized for their contribution to the obesity
problem,” observes Jerome Wiliams, a professor at
Rutgers University who has studied consumer
behavior and marketing, in Bloomberg
Businessweek. “‘Be Your Way’ is suggesting that it’s
an individual choice to eat [at Burger King] and
people can make their own choices.”
It remains to be seen whether the new tagline can
help Burger King’s images as the company, along
with McDonald’s Corp., is struggling to boost sales
when people are moving towards food that are
viewed as fresher or higher quality. And Laura Ries,
president of the brand consulting firm Ries & Ries,
noted that companies can come across as trying too
hard to be cool.
Slide By :- Howard Davidson Arlington MA

6. The switch is the latest in a series changes
under Burger King’s new management when
the chain was bought by investment firm 3G
Capital in late 2010. Soon after being taken
public again in 2012, 3G replaced the chain’s
CEO and early this year, Axel Schwan was
appointed as global chief marketing officer.
To me, the slogan is rather grammatically
challenged.
Howard Davidson, Arlington, MA
Slide By :- Howard Davidson Arlington MA

7. The switch is the latest in a series changes
under Burger King’s new management when
the chain was bought by investment firm 3G
Capital in late 2010. Soon after being taken
public again in 2012, 3G replaced the chain’s
CEO and early this year, Axel Schwan was
appointed as global chief marketing officer.
To me, the slogan is rather grammatically
challenged.
Howard Davidson, Arlington, MA
Slide By :- Howard Davidson Arlington MA