Branding is never a simple business. One thing is for sure, however, and that's the need to recognise that consumers aren't just interested in the end product; the aspirational mind-set and credibility of the branding behind it are also important.

 

McDonald's, for example has invested heavily in new environments, advertising and packaging in response to changing customer needs. And new offerings like the Salad Plus range, Go Active! adult Happy Meals, and the burger-free bun (Atkins friendly) show new thinking has now reached the menus.

 

But will the customer buy it - literally and symbolically? McDonald's may have scrapped its extra-large variants, but its brand image still suffers from a large helping of consumer cynicism.

And that's the point - the customer. Brands need to embrace the changing marketplace and listen to a new breed of customer, as well as communicating and presenting this properly through good design. It's why a " brand in the hand" is so powerful: look at Smiths of Smithfield in London Clerkenwell for an example.

 

We're surrounded by "fresh food fast" concepts from Pret A Manger to fast casual dining such as Nandos where people have the restaurant experience without the wait.

 

Just to spice it up, Australia is becoming the new America. Australia is feeding into the clamour for healthy yet gutsy food, and as a result, barbecued food outlets are replacing the deep-fat-fried venues.

 

Flexibility is key to appealing to customers different needs at different times of the day. Brands have to fit in with customers' changing lifestyles, and must come to stand for more than a specific food type; they must embody variety.

 

In order to dish up some appetising and original "fresh food fast", brands need to start doing some fresh thinking and fast!