Nothing is more important in any business than its brand. And branding is very serious business. But what’s even harder than branding, is RE-branding.
Building a brand from scratch is very hard. Not for quitters. But at least you’re trying to reach open minds. As in, Now there’s a place to buy tacos, and it’s called Taco Bell. But if you add hamburgers and re-brand as, say, Taco & Burger Bell, people probably will never quit saying Taco Bell.
There are few devices better than an icon, or mascot, to help build personality and awareness for a brand. And creating a successful icon is not a terribly difficult process. But Burger King managed to screw it up.
As for personal tastes, I have always thought a Burger King hamburger was the best-tasting among fast-foot burgers. But the weird-looking, and weirder-acting, speechless, and spooky king that’s driven Burger King advertising for years is a dud.
Thankfully, new Burger King owners think so, too, because he’s being dethroned.
Soda straws have been with us for a hundred-and-twenty-five years. The first patent was issued in Eighteen-Eighty-Eight. And you used to get one at soda fountains for fountain Cokes and milk shakes.
How is it that all of a sudden, even in nice restaurants, a glass of ice-water comes with a soda straw stuck in it? I don’t ask for a straw. Yet, every cold beverage arrives with a soda straw. Why is this?