This will be a short post because it's Friday and I'm exhausted, but I don't want to fall into a bad habit and not update!
Burger King will be changing its motto from the product-oriented "Have it Your Way" to a more lifestyle-focused "Be Your Way." The impossibility of this platitude notwithstanding, I just don't care for it. "Be" is such a passive-aggressive verb that it is hard to tell whether BK is inviting or challenging you. All I can think of is the exclamation, "Fine! BE that way!" It also conjures up the expression "Be on your way," which could make sense for a fast-food chain, but also invites you to pass up the restaurant altogether.
Just when BK seemed to be launching some unique strategies it had to go and do this. Branding fail.
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