Burger King

Commentary
7:30 am
Wed April 17, 2013

Make Icons Likable, Not Weird.

The Burger King
Evan Agostini Getty Images Entertainment

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.

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