Its biggest problem: high unemployment among its most important, but notoriously fickle, group of customers -- young men between 18 and 34, whom it has targeted with big burgers like the 930-calorie BK Quad Stacker and edgy ads featuring the creepy King character.
Hmmm, the article is suggesting Burger King's trademark "King" character is "creepy," and its key demographic has high unemployment? BUT, the article also notes:
Burger King's once-unique concept of flame-broiled burgers isn't so rare any more, thanks to a boom in gourmet hamburgers from smaller competitors such as Five Guys and Culver's.
So, the unemployed guys are spending more money on burgers? As to a message, one figures Ronald McDonald doesn't appeal to the 18 to 34 set, but who does the "King" appeal to? Time for a makeover.
See also the coverage at newsy.com
On other IP angles in the fast food business, see
The saga of the $5 footlong: lessons for IP people?
***Of another trademark "disconnect," considerthe D+ campaign at Drake University:
One thing seems clear: When you see the outsize D-plus logo on the Drake homepage above, it's hard to quarrel with the basic analysis laid out by the Awl's Katjusa Cisar: "The marketing team that dreamed up Drake University's latest campaign, 'The D+ Advantage,' got so carried away by an apparent allusion to positively charged molecules that it thought it could either ignore or, alternately, capitalize on one obvious fact: the logo is the grade for pathetically under-average schoolwork, a D-plus."