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Burger King brand consultant explains new slogan

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"The problem is that people don't see themselves as living the Burger King lifestyle. You've got to be realistic with the place that your brand holds in real life."

— Brand consultant Laura Ries quoted in an Associated Press story about Burger King changing its 40-year-old slogan "Have it your way" to "Be your way," in a market in which the trend is moving toward fresher, healthier foods.

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