You Rule. Today, Burger King® unveils its new brand positioning and campaign, kicking off with its modernized tagline, “You Rule.” This work is part of the change Guests nationwide will experience as the brand implements its “Reclaim the Flame” plan, which was announced on Sept. 9.

Burger King's "Have It Your Way" campaign has been one of the most iconic marketing campaigns in the fast food industry. Launched in 1973, the campaign aimed to personalize the fast food experience, allowing customers to customize their orders to their liking.

Burger King came out with a slogan of Have It Your Way in 1974. This slogan summed up its difference with its rival McDonald's. The slogan fits well with the emphasis in pop culture and on individuality.

In 2012, Burger King drive-thrus were the slowest in the nation. In 2014, it changed its 40-year-old slogan from "Have it Your Way" to "Be Your Way" in hopes of emphasizing individuality and freedom of expression. Instead of focusing on the product and purchase itself, BK pivoted to a focus on the consumer.

Have It Your Way Back in the early '70s, the folks at Burger King developed an exceptionally successful ad campaign with the slogan, “Have It Your Way,” based on the fast-food chain's willingness to tailor orders to each individual's tastes and preferences.

The symbol of a burger between the buns represents the company's essence. So, the logo conveys the happiness of satisfied consumers who regularly buy Burger King's fast food. The emblem expresses their joy and becomes a cultural symbol of fast food consumption.

' The first marketing campaign of Burger King's $400 million comeback plan involves modernization of its classic tagline, “Have it Your Way.” The fast-food chain is switching to “You Rule,” which is described as an “emotional articulation” that puts customers at the forefront of every touchpoint.

KFC's 'It's Finger Lickin' Good' was created off the cuff by a restaurant manager in the 1950s. Harland Sanders, the founder of KFC, ran a service station in Corbin, Kentucky in the 1930s, making food for hungry travellers.

In addition to its food offerings, McDonald's is also recognized for its iconic "Golden Arches" logo and its "I'm Lovin' It" slogan. The company is committed to sustainability, community involvement, and providing a positive experience for its customers and employees.

Burger King chief financial officer Josh Kobza explained that the reason behind the removal of the "creepy" character was because he "scare[d] away women and children" from the chain.

Burger King cooks its foods in one of five ways: broiling, deep frying, baking, microwaving or frying. As noted in its mottos and advertisements, BK cooks its burgers and grilled chicken on an automated grill, while its other chicken products, fish, sides, and breakfast sausage are deep-fried in vegetable oil.

The symbol of a burger between the buns represents the company's essence. So, the logo conveys the happiness of satisfied consumers who regularly buy Burger King's fast food. The emblem expresses their joy and becomes a cultural symbol of fast food consumption.