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Burger King is scrapping its 40-year-old “Have It Your Way” slogan in favor of the more personal “Be Your Way.” The chain says the new tag line will roll out across its marketing in the U.S., including in a TV ad that will begin airing Monday night. Fernando Machado, Burger King’s senior vice president of global brand management, noted in an interview that “Have It Your Way” focuses on only the transaction — the ability to customize a burger. By contrast, he said “Be Your Way” is about making a connection with a person’s greater lifestyle.

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