Burger King has just done something that few brands would dare to do – get rid of its own brand character.
The “Burger King” was part of the brand’s identity for decades, but the fast food franchise decided that it was time to dethrone the king. Why? Because the King didn’t connect with the masses.
The brand acknowledged that the King no longer connected with its client base, families, and even generated rejection.
In its new global campaign, the chain admits to past failures, like bad store experiences, inconsistent service, and a clear disconnect with the consumer. It is not just a rebranding, it is a company course correction.
The campaign reveals that brands can no longer hold onto icons for old times’ sake, they need credibility. Burger King dethroned its king to focus on improving its product and brand experience – making the customer “the king.”
In a context in which consumers quickly detect anything that is forced, this type of honesty is a good strategy for brands to be trustworthy and relevant.
Tomilli