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Is the moral of the story that a five-year old can understand a good brandmark? I think it's a good benchmark.
I think it might be. If your brand can be understood by a five-year old, you are probably doing something right. I like the Panera interpretation: "The coffee again... maybe in a restaurant?" Is it because her parent's have gotten coffee in Panera, or does she pick up on the earthy coffee shop nature of the logo, and then see the bread?
Nike, Apple, McDonald's, and Disney should be very pleased.