Spring Break
Have It Your Way:
Burger King CEO Russ Klein on BK's Renaissance
Wendy Guild Swearingen (HBS Working Knowledge) and Amy Millslagle (NB), Contributing Writers
Issue date: 5/10/04 Section: News
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Most of us have seen the ads by now. A group of young office workers, sort of a cross between yuppies and slackers, stand around while a co-worker hands out their lunches from a big Burger King bag. They compete to see who can come up with the most outlandish and innovative sandwich, try out new catch phrases (will someone please scrub "I'm spicy!" from my memory?), and, in general, enjoy tasty BK snacks and chat each other up. The ads have eighteen to twenty-four-year-olds written all over them. And, they're funny.
Russ Klein, Burger King's chief marketing officer, spoke at Harvard Business School on April 26th at a talk sponsored by the HBS Marketing Club. Klein is President, Burger King Brands, Inc. & Executive Vice President, Chief Global Marketing Officer, Burger King Corporation. In this position, he oversees consumer insight and strategic branding; product research and development; product and field marketing; and all advertising and media responsibilities. Klein reports directly to Brad Blum, Chief Executive Officer, Burger King Corporation.
He arrived wearing the standard black suit and white shirt, but when an audience member asked him about his colorful tie, he showed her that it was covered with foxes. Looking slightly vulpine himself with sharp features and sandy hair, he began his talk by showing a slide. It said, simply, "When they know you more than love you."
"It's kind of a provocative term," Klein said and explained that while nearly everyone knows what Burger King is, sales over the past decade indicate that they are not feeling the love. His goal as CMO is to get consumers to not know Burger King-at least, not the way they know it now. "Knowledge, in my view, is something you're always looking to shatter," he said. He wants to infuse the BK brand with some mystique, and that includes product innovation as well as the "restaurant experience."
Integral to the rebranding process are four principles that "most branding experts would agree make up a brand," said Klein.
Russ Klein, Burger King's chief marketing officer, spoke at Harvard Business School on April 26th at a talk sponsored by the HBS Marketing Club. Klein is President, Burger King Brands, Inc. & Executive Vice President, Chief Global Marketing Officer, Burger King Corporation. In this position, he oversees consumer insight and strategic branding; product research and development; product and field marketing; and all advertising and media responsibilities. Klein reports directly to Brad Blum, Chief Executive Officer, Burger King Corporation.
He arrived wearing the standard black suit and white shirt, but when an audience member asked him about his colorful tie, he showed her that it was covered with foxes. Looking slightly vulpine himself with sharp features and sandy hair, he began his talk by showing a slide. It said, simply, "When they know you more than love you."
"It's kind of a provocative term," Klein said and explained that while nearly everyone knows what Burger King is, sales over the past decade indicate that they are not feeling the love. His goal as CMO is to get consumers to not know Burger King-at least, not the way they know it now. "Knowledge, in my view, is something you're always looking to shatter," he said. He wants to infuse the BK brand with some mystique, and that includes product innovation as well as the "restaurant experience."
Integral to the rebranding process are four principles that "most branding experts would agree make up a brand," said Klein.
