To be seen in a whole new light, something about your brand proposition may need to be sacrificed. Chances are, there are things about all of us that used to work, (like that white Miami Vice sports jacket you used to wear) but are now holding us back and need to be discarded. In Eating The Big Fish, Adam Morgan advises brands looking for new life to ‘make a clean break from their immediate past.’ That’s what Hardees has done successfully with their Thickburger campaign. They sacrificed their all-family, all occasions, something-for-everyone approach to focus on real men, proudly gorging themselves on Thickburgers, a strategy which has really paid off.