4. Universal Need
As hunter-gathers learned to use
fire to cook 1 million years ago new
aromas, preparations and kinds of
food aroused their sense of
anticipation as they waited to feast
Maslow: Self-actualization, Fulfillment
5. Logic Flow “Freedom”
Great taste is a journey
not a destination
Love-Belonging
Fast food tastes fast, When good food is
reminding me I’m shared, patience OR ‘A taste for more’
eating “fast food” counts
You can only savor
what you have time
Consumer & to taste
Maslow Taste is King
Cultural Insight
“Anticipation”
11. Archetypal Values
Sage’s are individuals pursuing of the
truth, analyzing and interrogating facts
to promote knowledge. Burger King is:
Guru: fire-grilling
Philosopher: taste is king
Mentor: how to eat in a fast food world
Investigator: case studies in modern food
Analyst: uncovering fast food dogma
12. Consumer Affinity
Burger King users can relate to:
Old Spice
Hyundai
Google
Nike I. D.
Sports Illustrated
Doritos
Adam Richman - Man Vs. Food
13. Brand Compass
Brand Belief: Patience rewards you
Universal Need: Self-actualization, Fulfillment; fire-grilled food
arouses the senses of anticipation
Category Context: Good things come to those who wait
Archetypal Meaning: Exposing anticipation of taste
Borrowed Memory Structures: Underdogs, Coming from behind
to win, Christmas day, Mom’s cooking, Maturing investments
Brand Benefits: Fire-grilled flavors
14. Manifesto:
‘Patience Rewards
You’
Have you lost self control when it comes to eating? Has fast food
made you impulsive, willing to gorge yourself at anytime, in any
place?
Whatever you do delay, postpone, slow down your hunger. Don’t
you know that good things come to those who wait?
Burger King patiently fire-grills, slowing down eating so you can
enjoy what’s to come.