Pret a Manger (“Ready to Eat”) the British “fast food” joint has 32 locations in NYC. The one near our office just put a new sign in the window: “Pioneering Natural Food Since 1986.” Double oops. First of all, Pret hasn’t been in the States since 1986. And, second, it sounds like someone thought the restaurants should have a new positioning, but couldn’t find an ownable handle. Consumer perception would give the “Natural” handle to Whole Foods over Pret in a heartbeat. Too often we see “marketing Band-Aids” applied when a serious re-think and careful aim is what’s needed. Which are you doing?