Thursday, March 3, 2011

Perspectives on Branding

It is an indisputable fact that Wees see the world differently than grown ups do. They value things differently. Adults have a tendency to place value and therefore remember things based on their economic cost, ease of use, or the durability of the item in question. Wees are far more "sense"ical. They value something based on their sensory interactions with it. How did it taste, feel, and was it the perfect accessory for their latest ballerina/circus clown themed dress up ensemble.

I find the use of Wee senses to be particularly strong when it comes to their attempts at remembering or replicating brand names for products, places and companies. My Wees have described Coca-Cola as "Mommy Juice," Nike is the "Check mark company" and Walmart is that "cheap place most people shop at."

This week Wee 3 celebrated her third birthday and she decided that as 3 was a very big thing to be celebrating that she and her sister Wees deserved a happy meal for lunch. Dad and I felt this was not to great a thing to ask so we let the Wees set about choosing where we should eat and as we drove down the main drag here in Weeville they saw a number of fast food restaurant signs and began discussing their options. This is how they described them:

Arby's = "Hat Burger"

Chick-Filet = "Mc - Cluck, clucks"

McDonalds = "Old McDonalds had a farm's restaurant"

Dunkin Doughnuts = "Yummy, but unhealthy breakfast place" (Victoria called it Dunkin DoughNOTS to stress her point)

Burger King = "The place Pops likes"

As Maddie was the queen for the day she went with her all time favorite "Old McDonalds" but it was very interesting to hear the kids discuss the quality of fries, happy meal toys and the return on investment they would experience at varied play grounds and questioning as to whether or not there was a reason to visit a Restaurant which did not have a playground at all. Wee 1 in particular felt that patronizing institutions without Play Places was almost criminal and not in the best interest of Wees everywhere.

A wee bit brandied,



  1. Its amazing, my young nephew by the age of two could spot a dunkin donuts a mile a way and Mcdonalds too.

  2. Our oldest is about the same age as Wee 3, and he, too recognizes logos. I smiled at Mommy Juice, as at our house that is what non cola sodas are, and colas are Daddy Juice.

  3. They have developed their own language, and that's very clever. And it makes perfect sense.


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