In a study included in the Archives of Pediatrics & Adolescent Medicine children were shown to overwhelmingly prefer the taste of food that comes in McDonald's wrappers. The study had preschoolers sample identical foods in packaging from McDonald's and in matched, but unbranded, packaging. The kids were then asked if the food tasted the same or if one tasted better. The unmarked foods lost the taste test every time. Even apple juice, carrots, and milk tasted better to the kids when taken from the familiar wrappings of the Golden Arches. "This study demonstrates simply and elegantly that advertising literally brainwashes young children into a baseless preference for certain food products," said a physician from Yale's School of Medicine. "Children, it seems, literally do judge a food by its cover. And they prefer the cover they know."

These kids actually believed the chicken nugget they thought was from McDonald's tasted better than an identical nugget. From an early age and on through adulthood, branding is directive in telling us what we think and feel, who we are, what we love, what matters. In the same way, how often are we as adults blindsided by mere wrappings, the beliefs and values that mold us, the images and liturgies that shape our affections? Is the mistake of a child in believing the food tastes better in a yellow wrapper really any different than our own believing we are better people dressed with the right credentials, covered by the latest fashion, repeating the right belief-systems?