Up against a rival with much deeper pockets, Burger King has turned budgetary limitations to its advantage with clever messaging that responds to the world around its consumers.

Why it matters

The most-talked about brand messages are frequently those that haven’t required a huge budget and months of planning. Marketers are often  told they need to be agile but internal structures need to give space for that to happen and people need to have the mindset to react to opportunities.

Takeaways

• Don’t play it safe. You won’t have much of an impact if you’re just doing what everyone else is...