Slogans worm their way into our heads to create an impression and persuade us to purchase whatever the company is selling. Some just don’t work.

‘It’s Waaaay Better Than Fast Food. It’s Wendy’s’

‘You Gotta Eat – Checkers’

(And the new kid on the block) ‘Be Your Way’ which is derivative of the ‘Have it Your Way’ BK theme.

40 years of the same corporate slogan isn’t ancient, it’s paleolithic, so Burger King thought it was time for a change. What does ‘Be Your Way’ mean to you?

These are 3 disjointed words slung together to convey……something. What were they smoking?

Splain to me Lucy!

Referring to the new slogan a statement issued by the company reminded people “They can and should live how they want anytime” They then said something quite astounding for a product who wants to differentiate them-selves from the competition. ‘It’s OK not to be perfect”.

Hey, don’t remind us of the imperfection all around. Do we want it in our food?

Fernando Machado, Burger King’s senior VP of global brand management, said “Have It Your Way” focuses only on the purchase which is the ability to customize a burger. By contrast, “Be Your Way” is about making a connection with a person’s greater lifestyle.

Funny, I thought quick service restaurants didn’t care about your lifestyle as long as they can serve you quickly. In and Out. Don’t waste my time thinking about what your slogan means.

The good news is that the ‘creepy’ masked mascot known as the ‘king’ has abdicated his would be throne in favor of a group of words no one can make sense of.