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Burger King brand consultant explains new slogan 

"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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