Be Your Way, says Burger King

Burger King has changed its tagline.

From ‘Have it Your Way’.

To ‘Be Your Way’.

The new slogan, says the press release, ‘reminds people that no matter who they are, they can order how they want to … live how they want’.

Thanks for the reminder.

Insisting —fashionably, ephemerally— that the brand’s brand is you (and you, and you, and you), ‘Be Your Way’ is apparently self- and life-affirming. But look for any real meaning and the whole thing evaporates like chip pan grease doesn’t.

It’s a plea for individual difference ironically packaged in a generic, forgettable phrase.

It’s ‘Beanz meanz whatever you want them to meanz’.

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