Is it possible to kill a brand and make money? YES
After 40 Years, Burger King Drops ‘Have It Your Way’ & Adopts Cryptic ‘Be Your Way’ Slogan
According to Ad Age, the reason behind this change was due to Burger King wanting to create stronger emotional connections with self expression. Burger King wants customers to know it’s OK to be themselves and not be perfect. That’s all well and good, but what does it have to do with me ordering a Whooper Jr.? I can still get it with onion rings inside, right?http://www.foodbeast.com/2014/05/20/burger-king-passes-on-have-it-your-way-slogan-and-adopts-vague-be-your-way/
The Brazilians from 3G bought Burger King. They are professional at cutting cost are firing people and making the stock price go higher.. After all when a company has a P/E of 20 for each 1 USD of costs you cut Stock price goes up by 20!
According to bloomberg sales are going down from 2,5 b in 2010 until 1b in 2014
However net income has been growing big time, from 186 M to 258. Stock price went from 16 at the end of 2012 to 26 now.
Is it possible to have a dumb marketing, BE YOUR WAY, and not suffer. I guess it is!
But i wouldn't bet on Burger King. A good marketing strategy must be to differentiate your product. We have something no one has. BE YOUR Way is too dumb.
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