First, we have McDonald’s, the Godzilla of fast food joints. So what does the new Happy Meal character look like? The company is apparently moving away from the “Have It Your Way” slogan and pitching a new one, Ad Age reports. Just maybe the new slogan puts BK slightly more in tune with the more Millennial-friendly slogans at McDonald’s (“I’m Loving It”) and Taco Bell (“Live Mas”).  Burger King — ever aspiring for pop-culture coolness — is tweaking its slogan to something slightly hipper: ” Be Your Way.” 
 
 That would, perhaps, be Millennial-speak for the more dated but culturally iconic “Have it Your Way.” 
 
 “We want to be talked about and connected to pop culture,” says Fernando Machado, senior VP of global brand management at Burger King Worldwide, in a phone interview. Self-expression is most important and it’s our differences that make us individuals instead of robots.” So why bother changing the tagline? Fernando Machado, the chain’s senior VP-global brand marketing, said that while “Have It Your Way” was more about the “functional side” of Burger King, letting customers know that customization was always an option. This seems like a good time to remind you that in April, Burger King announced the Chicken Big King sandwich with a press released headlined “Burger King Is Not Clucking Around.” 
 
 Okay, just out of curiosity, what is going on with Wendy’s these days? Tell us what she’s saying and your line could become a subtitle in our Tuscan Chicken on Ciabatta movie pic.twitter.com/zdAiIZZZJm — Wendy’s (@Wendys) May 18, 2014 
 
 Brands are strange.
– In what Burger King says is a move to "be connected to pop culture," the chain is ditching its 40-year-old "Have It Your Way" slogan in favor of "Be Your Way," which will be rolled out across the US in the weeks ahead. "We want to be an iconic brand way beyond quick-service restaurants," a Burger King exec tells USA Today, which notes that previous BK slogans have included "Aren't you hungry," "We do it like you do it," "Get your burger's worth," and "Where's Herb?" The switch to the "grammatically-questionable" slogan comes amid other odd fast-food marketing moves, including Happy, the anthropomorphic "living nightmare" that is McDonald's new Happy Meal character, writes Mark Berman at the Washington Post. But marketing experts aren't sure whether Burger King's attempt to be hip will do much to boost sales. "The problem is that people don't see themselves as living the Burger King lifestyle," the chief of brand consulting firm Ries & Ries tells the AP. "You've got to be realistic with the place that your brand holds in real life." (One part of that "Burger King lifestyle" appears to be the chain's new breakfast offering—burgers.)