Thanks Hopeful9 for answering that post. I wasn't going to...

Thanks Hopeful9 for answering that post. I wasn't going to bother, he clearly doesn't understand branding. Certainly, he wouldn't know it as well as the world's richest man, Bernard Arnault. Ask him (Bernard) how his wealth occurred and he would say - branding - the ability to have uniform name/image/message which you can roll out enmasse frequently & at a much lower cost.
Ask kids to decide between Dicks Cooked Chooks or KFC and the Colonel (more branding and marketing) wins every time.

McDonald's (heck there's another brand) has only had one indiscretion in 75 years and that's when Ronald McDonald was asked to leave Happy Jacks (gosh another brand) because he dropped a whopper! Sick farty type joke, I know, but my grandkids still get a giggle.

Seriously can you see the checkout chick roll her eyes when some junior from NTAW comes through the driveway to order for the NTAW staff - 'who are you & what do you do' she will say?

Or regional TV ads spwewing the message 'The friendly team at NTAW will look after you" (Sounds like a law enforcement department actually). Watch your step, NTAW is looking at you!

Anyhow, I've made my point. Management just don't get it, obviously. They prefer to have 50 to 100 Dicks Cooked Chooks - but all with individual names!