What the FK, BK?

Same King, new Kingdom.

That’s right. The King of Burgers (if only by name), just a few weeks deep in unveiling their new HEALTHIER Satisfries^TM, is taking promotion to a whole new (read: confusing) level!

I guess their #WTFF guerrilla campaign didn’t gain the momentum BK had hoped?

Chicago - W. Wacker Drive

Their latest cry for attention, a faux re-branding from “Burger” to “Fries” King, began to unfold Tuesday via social media.

And they’re dead serious! (At least at one location)...

Fries King -- As seen through Social Media...

To set the record straight, the 3^rd-string fast food kingdom is NOT really changing its name. Apt at garnering attention on the many realms of social media, the hubbub tucks nicely with BK’s raucous, counter-culture personality.

And while it definitely generated buzz, we remain skeptical of the results.

Man, they REALLY want us to try these fries!

Let’s face it; the fast food burger market is as stale and mature as they come.

Everyone knows the Whopper; they either like it or they don’t. And while the introduction of new bacon sundaes may have intrigued, they aren’t the type of stuff you can build a sustainable business on.

Robin to the sandwich’s Batman, fries are the full-time side item, part-time snack that can bring new business! Seriously, there’s like 15 choices for sandwiches, but only 1 side item EVERYONE wants (and it’s not those mushy apple slices).

The change in monikers is BK’s plea with the most skeptical McDonald’s and Wendy’s loyalists that have yet to try the new fry – (and that fry better BLOW minds if it hopes to secure repeat traffic).

“We couldn’t make it in burgers, so we’re focused on fries!”

But flip that burger and you’ve got yourself a real pickle of a marketing dilemma (HA!).

By saying they’re king of fries, is BK conceding to burgers that aren’t all that stellar? What about all the efforts made to reinvent the sandwich side of the menu board last year? Quality ingredients, flame broiled this and that? All lies? You aren’t home of the fry unless the burger moves out.

Wait, what was that about a Bacon Sundaes?

That’s right, we blogged about BK last summer when they were amidst a significant overhaul of their menu; BBQ burgers and pork, and bacon dropped on top of everything (including sundaes). While competing chains were focused on attracting the more health-conscious, it was as if BK was bucking the trend, opting to make a direct appeal to calorie junkies and cholesterol addicts everywhere.

Not even a year later, they’re touting the healthiest fry? Which market are you after? Because you can’t be all things to all people (that’s Marketing 101).

And lastly, (or perhaps it should have been FIRST and foremost), you NEVER toy with the LOGO!

The LOGO is sacred! It’s like America’s flag; don’t tread!!

Aside from MAYBE April Fools, you don’t change your brand “just for fun”.

First, it dilutes the impact of a real change (ain’t that right, Yahoo!?). And second, it’s just confusing. We are a dumb people, U.S. consumers. Give us one thing to look at. That’s it, that’s you. Now don’t change it unless you want us thinking you weak.

Note: BK was on our New Logo Wish List for 2013 – (this is NOT what we had in mind).

PS: Have YOU been SATISFRIED?

Has anyone tasted ‘em? Chicago is a golden arches town, so I have yet to walk myself over to the one, single location downtown. Let me know what you think! (I swear the advertising didn’t work on me). :P

Twitter hacks ain’t so bad.

Seriously!

First Burger King, then Jeep – last week was HUGE in hacking.

Both accounts seemingly breached by the same outfit (@DFNCTSC – a Twitter account with no tweets; apparently stands for Defonic Team Screenname Club – a collective of hackers once associated with breaching Paris Hilton's T-Mobile account in 2005).

No doubt both will bring up serious concerns over cyber security and corporate protocol around social media. But really, how bad were these two most recent hacks?

@BurgerKing – Mon. 2/18, approx. 12 noon EST.

The hack alleged a takeover by McDonald’s, however in-eloquent. Tweets rambled on for nearly an hour before Burger King/Twitter finally caught on to the act, suspending the account and blocking delivery of new lascivious tweets.

@Jeep – Tue. 2/19, approx. 1pm EST.

Jeep’s hack followed similar suit, intimating a business takeover by Cadillac (nameplate under GM). Again, tweets were far from funny – nonsensical ramblings and obscure drug and gang references. And the folks at Chrysler were “back in the driver’s seat” before the afternoon was out.

So, why is it good?

It doesn’t negatively impact brand value. – Quite the opposite, actually. Members of the twittersphere can immediately recognize a hack, and just like that, disconnect any negative sentiment that may arise from offensive language. Instead, it seems to stimulate a sense of empathy and reality for the account, re-engaging users upon the  legit owner’s return.

It adds followers. – Burger King gained 30k followers; Jeep gained a (more) modest 3k. And isn’t audience growth one of the most important things? Like when celebrities decide to self-destruct in 140 characters or less, people tune in for the drama, but getting ‘em to stay is another story. Again, content is king and the pressure is on to retain new minds.

So, while we’ve established that the brand gets something with their hack, what do we readers get?

Not much.

Is it too much to demand a higher breed of comedy?

More satire, less sass. – Acting like McDonald’s purchased its arch-nemesis is a great concept. But the intimation stopped there and the predators opted for messaging no more thoughtful than that of a novice, self-involved amateur user. Superfluous street slang, cheap drug humor, and poor spelling don’t feel like a McDonald’s run Burger King Satire – and that’s what new followers tuned in to see.

How about a Ronald vs. King Mascot face-off? Maybe a Big Mac/Whooper menu mash-up? Get creative in a way that McDonald’s would NEVER in a real Burger King take-over!

Makes you wish these hacking outfits could add a few über-creative marketers, even comedy writers to the payroll. It would make their reign more entertaining and engaging.

Where should I submit my résumé? :)  

Our 2013 New Logo Wish List

We saw a lot of brand revisions over the last 12 months.

Some good, some not-so-good.

Nearly all following a trend in “less is more/K.I.S.S.” marketing design.

But while many brands decided to go under the knife this year, there’s many more that did not, but should have.

And so, without further ado, here’s just a  short list of the brands we’d like to see transformed in 2013.

In alphabetical order:

Bed Bath & Beyond

I almost always mistakenly say Bath & Body Works. Anyone else? Talk about a lack of brand equity!

Bed. Bath. And Beyond. The name itself is an alliteration of 3 B-words of public domain. How about Boring Bland and Bloated? And speaking of bloated, the word “BEYOND.”  I get what they’re trying to do here; intimate their store carries EVERYTHING. But it just looks lazy and out of date.

They need something that’s more compact, even when stacked. The words themselves are uninspired, so BB&B should work to build some sort of brand personality out of the font/character style and colors they choose. Partner the name with a mascot even? It couldn’t hurt.

Buick

I’ll never understand why GM would give the ax to Pontiac only to leave Buick standing. Pontiac drove excitement, what’s Buick drive? Grandmas and grandpas to church, that’s what. And not very fast.

I’m guessing that I’m not Buick’s target market. But really, I want to know where GM sees this nameplate within its brand ecosystem. While Cadillac is old luxury, is Buick the other 99%? Our grandparents loved them, but that was 20+ years ago. As our parents take their place in the family tree they’re not just going to concede themselves to driving mom and dad’s car. And so, a new Buick for a new generation of Buick owners! That’s what we need.

The circle + 3 bands of armor could be completely reimagined. Maybe it’s a rectangle with a tighter crop on the shields? Maybe in includes a new palate of color? Maybe the word “Buick” comes back in dropped casing? How to get there is up to you. Just get there.

Burger King

I'm pretty sure my Burger King Kids Club (BKKC) membership documents boasted the same corporate seal back in 1992.

The primary blue + red + yellow just feels greasy and chock full of saturated fat. Use brand revision as an opportunity to more clearly articulate your position in the face of competition. It doesn’t have to be drastic like Wendy’s Q1 forecasted change (ick). Maybe, like Arby’s, it’s just a matter of growing up a bit.

Instead of basic, garish color, opt for a silver, almost-metallic finish? Or maybe rich earth tones? Down play “Burger King” for an abbreviated “BK” in a stately new font. Finally put a crown on the thing (subtle, yet kitschy).

 

Neiman Marcus

Is it too early to call the Target-Neiman holiday partnership a flop? It was a decent attempt at meeting next-gen luxury buyers where they are today, but with store shelves still stocked, year-end mark downs were imminent. It might be time to take brand redefinition a new direction.

50% off and STILL not moving?

A quick stroll down Chicago’s Michigan Ave this time of year will help size up the competition. For Saks, it’s a simple-stoic Christmas, classic luxury. Nordstrom is warm charming eclectic (oh, and obsessed with birds). Then on the other end of the spectrum, Bloomingdales hosts a bright and boisterous, high-energy holiday. These auras transcend the stores’ holiday motifs into everyday branding. And so I ask again, who is Neiman-Marcus?

Neiman’s is taupe walls and tan dated marble floors. Neiman’s is your rich (great) aunt’s store – where she can still buy loose knit sweaters with sparkles and extra-high shoulder pads. It’s stuffy with heavy perfume and always at least 10 degrees too hot.

I realize for heritage retail brands it's a giant leap of faith to stray on logo. But there's no equity in ultra-80's squiggle fonts. It looks like it should be spelling out “you can do it!” on the wall of a jazzercise class. You’re on your own with this one, guys – but there’s got to be something you can do to breathe some new life into NM.

Pizza Hut

I know, we loved the 90's too, but they aren't coming back. Actually, the clothes might, but let’s not wait up, OK?

The font feels like it belongs to a Mexican fast-casual restaurant. And seriously, what’s with the squirt of yellow mustard at the bottom? And the jalapeño pepper dotted “i?” Do you even have jalapeño peppers? The iconic roofline has been reduced to a misshapen mess that even the most agreeable Red Hat Society gal would refuse to wear.

Put simply, the logo is sloppy and doesn’t compute well in the age of digital. Cleaner lines, less scribbles. As the menu expands, maybe consider dropping to “The Hut?”

Verizon Wireless

I suppose they’re too busy ruling the air to come down to earth for a brand tune up. The logo is not half bad. It’s just over-exposed.

We see it daily; across every advertising channel imaginable. 34(ish)% of us see it every time we go to return a text. Sprint refreshed when it purchased Nextel and AT&T recently refined casing and their globe. So maybe it’s just that Verizon seems to be the only one still using last generation’s logo. If there’s any industry where you want to feel young, hip, and cutting edge, it’s mobile telecom. And yet, every time I see the Verizon logo, I think of my first cell phone, the Qualcomm Kyocera (circa 2000).

It was cool on flip phones. Now what do you got for smart phones?

So there you have it. 6 brands on my new logo wish list for 2013.

Do you have any others to add?
Please, share with us!

….and Happy New Year everyone!

Cheers,
Daniel

Ice cream, with a side of bacon

You know, Burger King launched a “new menu” back on April 1^st.

April Fools!

Don’t take it personal, David Beckham. The chain’s largest menu expansion since inception boasted nothing more than what had already been available at McDonald’s for years. Premium salads and coffees, snack wraps and smoothies – it’s no wonder it fell largely on death deaf ears!   

Summer Do-Over

With the official start of summer next week, the big 3 fast food chains are shaking up their menus – eager to attract sun-soaked, famished snackers.

McDonald’s added a S’mores Pie, new smoothies, and dropped the price of their vanilla cones to a mere 50 cents at some locations (if interested in a map of participating locations in Chicago, let me know – I tour them in a vicious cycle).

Wendy’s brought back their summer favorite Berry Almond Chicken Salad and beefed up their Frosty line to include a strawberry shortcake parfait.

Burger King is throwing a nationwide BBQ

The number 3 fast food chain (that’s right, Wendy’s took over the number 2 spot late last year) just unveiled a line of southern-inspired menu items. For a limited time, patrons can order sweet potato fries, BBQ pork, chicken, and beef sandwiches and, a bacon sundae.

That’s right, a bacon sundae

The vanilla soft serve is topped with fudge, caramel, and bacon crumbles and is paired with a slice of bacon “for dipping.” It weighs in at 510 calories, 18 grams of fat, and 61 grams of sugar.

At first it just sounds disgusting; an artery-clogging, food coma-inducing nightmare.  But hold on, BK might be on to something here. The cool, sweet vanilla would pair nicely with the rich, maple spiced bacon – a sort of salty/sweet swirl in your mouth.

BK’s Bearded Lady

So the sundae might have some (marginal) culinary street cred, but that’s not the point.

It’s the “bearded lady” of BK’s circus; an attraction designed to lure curious gawkers and non-believers (KFC’s ‘Double Down,’ anyone?) You may try it, you may not. But once inside, Burger King hopes you order something. It’s their chance to dazzle you with their “new menu” in the flesh. Who knows? Maybe you’ll discover a new favorite and visit again.

I’m intrigued (and I’m an unusually healthy guy).

Maybe it’s just that it’s close to lunch and I’m famished, but I’m onboard. Heck, I’m a sweet potato fry/pulled pork junkie – I might go for the gold and try all three!  

(...after my trip to Costa Rica next week)

If you stop by your local BK this weekend and decide to give it a try, report back!

Fries: Who Slings 'em Better?

I got to thinking about positioning the other day.

Perhaps the most vital (and fun) part of the marketing process, positioning is when you stop thinking about your product as if it existed in a vacuum and begin to frame up how it fits in the grand scheme of (competing) things.

Suddenly you're faced with selecting words and deploying phrases that best communicate how your widget differs from – no, is BETTER than – all the rest.

In that same spirit, we introduce you to a new segment we like to call:

“Who Wore it Better?”

Cute. Now, what is it again?

Example:

Think about the taglines embraced by two leading luxury car manufacturers here in the US:

Mercedes-Benz: The Best or Nothing
Lexus: Pursuit of Perfection

Both are “wearing” the position of “luxury automobile.”

But who “wears” it best?

Whose aura resonates most with its intended audience?

We could go on for hours interpreting the intent behind these taglines, dissecting their interplay. We could look beyond words, and pick apart creative and channel.

Instead, we’ve elected to stick with something we know (better than we care to admit).

 
The French Fry

When you think about traditional fast food, what comes to mind?

A burger and fries. That’s right; the “burger” comes before the “fries.”

Not always the case with advertising.

More recently, both McDonald’s and Burger King have been touting the hamburger’s gilded sidekick. And why not? While burgers are one choice of many sandwiches and come with limitless variations all their own, the fry is an industry staple and key point of comparison among all brands.

Do we want fries with that? Of course!

Take a look at two more recent fry-slinging ads.

Who wears it better?

If you ask us, it's hard to say. Both companies make French fries work; wearing it in a way that accentuates each brand’s best features. 

• McDonald’s is the responsible, mature (yet equally clever) older brother; well-established and refined. Their ad touts “best fries on the planet” in a bold yet respectful, marquee way.
  
• Burger King plays the ever-subordinate and neglected, attention-seeking little brother. Finding it impossible to escape Ronald’s shadow, BK enlists shock value to ensure its message gets heard. Their ad (quite literally) sticks it to the man.

Both campaigns stay true to their brand and most definitely resonate with the target markets each are looking to attract.

Whose message resonates with you most?