Burger King needs a strategy!
The gist: Burger King is reinventing itself: again!
Strategy shows up through action.
Businesses taking action around 1 or 2 goals: good strategy.
Businesses throwing everything on the table: bad strategy.
Burger King: the latter!
Burger King’s current focuses:
- Testing protocols for marketing and advertising effectiveness.
- Analytics to bring more rigor to the business.
- Brand positioning for relevance.
- Developing a unique voice.
No business can do everything at once. By saying you are focusing on everything, you are really focusing on nothing.
Burger King’s issue over the last 5+ years: tactification.
Burger King has fallen in love with tactics:
- Moldy Burgers
- More products
- Advertising over branding
Keyword: Focus:
My 3-step strategy framework:
- Focus
- Choose
- Act
Burger King should focus on their brand.
The Whopper and “Have It Your Way”: tremendous distinctive brand assets.
The King as well.
Use them.
Basics of Brand Management:
- Who are we targeting?
- What’s our position?
- What codes do we use?
Targeting: Pick the segment with the greatest potential. There will be spillover.
Positioning: For you? Against the competition? A bit of both?
Codes:
Here’s a freebie for Burger King:
- The King
- The Whopper
- The logo
- The crown
- The font
Beware: Burger King’s red and yellow are too close to McDonald’s red and yellow for most people to differentiate.
Down the Rabbit Hole: