Today's "Female Fact" pondered the burning debate, McDonald's or Starbucks, based on Pew Research Center's "McDonald's and Starbucks: 43% Yin, 35% Yang."

I won't tell you which one I am...I'll let you make up your own mind and answer the poll. The Pew researchers made note of something that FF touched on briefly. Image...brand. Both Starbucks and McDonald's evoke very strong brand imagery that their marketing execs have carefully constructed. I don't know what you think of when you think of McDonald's. Ronald McDonald, maybe? (Not me...clowns always scared me...) Do you think of playing with your siblings in the playland as a kid? Ordering a Happy Meal to see what toy you got? On the very rare occasions that I go to McDonald's (usually on a trip with kids in tow), I'm not drooling over the food...I'm remembering "away" basketball games when I was a teenager and we stopped for burgers and those little bags of fries. And when I enter the soothing atmosphere of a Starbucks and I get that first aroma of freshly-brewed joe, I'm thinking of a German coffee house in Bogota that I used to frequent called "Oma's." McDonald's and Starbucks--both are masterful at evoking happiness. Each of us has had our own experiences with them. They've been with us for years. They're intricately woven into our lives. Brand is so important and it's a mistake to underestimate how powerful our relationships are with brands.

It was not surprising to me that of those who prefer to have a Starbucks in their neighborhood are self-described as happy (31%), and almost the same number of McDonald's folks are happy (29%). What makes us happy? Why do we love them? Both companies appeal to more than our tastebuds. They know that it's not just what they're serving that creates loyalty...it's serving up memories, ambiance, and aromas.