Branding and brand recognition has become one of the most talked about marketing efforts in recent years. This post will not argue that branding isn't important, but rather, the emphasis and money spent on it these days may be placed elsewhere for better effect. When we look at branding historically, the major players like Coke and McDonalds come to mind. Other like sports teams and Canadian donut icon Tim Hortons then follow. What these companies have in common is that they have been around a LONG time. As such have used traditional media to develop their brand over YEARS of history including the feeling you get when you see the logo. It starts with the ad and ends with how you felt after you have purchased something from them. That is the feeling you get when you see the logo. What I see when I look at a Coke, McDonalds or Tim Hortons logo is very different from how you feel about it. Kentucky Fried Chicken may be a great example of how sociological factors forced them into re branding after years and millions of dollars spent.