I drove past a Burger King poster yesterday, with a picture of a juicy Angus burger and the caption ‘King Delicious’.

They like to elevate their branding above Maccy Ds.

If they’d added an apostrophe it would have descended to the unnecessary level that French Connection UK did (remember?). I’m glad they didn’t go there.

Lesson: Sometimes, it’s good to be subtle.


Nancy Rodgers · March 16, 2010 at 9:53 am

I agree, how French Connection thought that was a good idea I don't know!

Jackie Barrie, Writing Without Waffle · March 16, 2010 at 9:59 am

It did make them money though (and their share price seems to have been dropping since they changed it). Says a lot about their customer base, doesn't it!

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