An iconic hamburger chain rolled out an update to its equally iconic slogan this morning.
But Burger King’s new “Be Your Way” marketing message conveys much more than choices about pickles, mayonnaise, or mustard. It is a not-so-subtle reminder of how rapidly brands and marketers are helping shift culture in America.
@ Kzenon| DepositPhotos.com
Burger King’s previous motto of “Have it Your Way” transcended burger topping preferences. The slogan made the brand instantly recognizable and worked its way into the mainstream vernacular. “Have It Your Way” became synonymous with an individual’s right to have a choice about pickles vs onions, paper over plastic, and much more deeper decisions in life.
Now, decades later, Burger King is poised to once again take the lead in helping propel a shift in what American culture believes and values.
Via Entreprenuer.com:
“They can and should live how they want anytime” . . . this goes far beyond a choice of whether you want to eat 1000+ calories when you consume a WHOPPER® value meal.
Unless you have been living under a rock in America, you have noticed culture shifting rapidly over the past 5-10 years. Television shows which would have been censored forty years ago are leading the nightly line-ups on all the major networks. Battles over marriage, equal rights, and legal drug use highlight our news headlines.
As a society, we have gone beyond simply having it our way. People want to be and live the way they want, regardless of any higher moral code, because they believe they have the right to set their own moral code.
This is why marketing is so powerful and dangerous at the same time.
Subtle cultural references such as slogans like “Be Your Way” may sound harmless, catchy, and fun.
But ultimately, they work their way into our vocabularies, our minds, our hearts, and our actions.
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