Way back in 1974, the marketing team at Burger King came up with a new tagline: “Have It Your Way.”
And ever since, the brand has lived by that simple mantra.
Author Allen P. Adamson talked with Russ Klein, former CMO of Burger King in his book BrandDigital: Simple Ways Top Brands Succeed In The Digital World. Klein shared with him a bit about how “having it your way” factored into their strategy as the world went digital.
“It was developed over 30 years ago, but it’s perfect for the times in which we live,” Klein told Adamson. “We realised there were lots of meaningful ways we could convey the idea of ‘having it your way’ from both a technological standpoint — people controlling our media content — and from a product benefit standpoint — guests controlling the way their food is prepared.”
That’s what it was all about — Burger King’s fans being able to control the experience that they had with the brand. But they had to focus on something specific to help drive that message.
“We know that a brand can’t be all things to all people,” explained Klein. “The objective was to come up with some really clever online content to get our brand idea across and let the word-of-mouth dynamic do its job.”
For example, there was “The Subservient Chicken,” an incredibly successful branding campaign that went viral on YouTube in a hurry. In the videos, a guy in a chicken would be asked to do ridiculous things, and of course since the customer gets everything “your way,” the chicken would follow through (unless it was offensive).
Another one was the “Whopper Freakout” promotion, which showed how terrible things would be if you couldn’t ‘have it your way’ at Burger King.
Of course, this means Burger King has to constantly deliver on that brand promise. If the day comes that you go to Burger King and can’t get things the way you want it, you’ll feel deceived, and may not trust the brand again.
NOW WATCH: Ideas videos
Business Insider Emails & Alerts
Site highlights each day to your inbox.