Burger King has just done something that few brands would dare to do – get rid of its own brand character. <\/p>\n\n\n\n
The \u201cBurger King\u201d was part of the brand\u2019s identity for decades, but the fast food franchise decided that it was time to dethrone the king. Why? Because the King didn\u2019t connect with the masses. <\/p>\n\n\n\n
The brand acknowledged that the King no longer connected with its client base, families, and even generated rejection. <\/p>\n\n\n\n
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. <\/p>\n\n\n\n
The campaign reveals that brands can no longer hold onto icons for old times\u2019 sake, they need credibility. Burger King dethroned its king to focus on improving its product and brand experience – making the customer \u201cthe king.\u201d<\/p>\n\n\n\n
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.<\/p>\n\n\n\n
Tomilli<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":" Burger King has just done something that few brands would dare to do – get rid of its own brand character. The \u201cBurger King\u201d was part of the brand\u2019s identity for decades, but the fast food franchise decided that it was time to dethrone the king. Why? Because the King didn\u2019t connect with the masses. <\/p>\n","protected":false},"author":1,"featured_media":23349,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[460],"tags":[],"class_list":{"0":"post-23348","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-advertising-trends"},"yoast_head":"\n