When Legal Departments Build Brands

Panera is calling for a federal crackdown on the eggs in its competitors’ breakfast sandwiches – The Washington Post:

…if bakery chain Panera gets its way, restaurants won’t be able to call those yellow patties “eggs” in the future. Last week, the company petitioned the Food and Drug Administration to update its 40-year-old definition of the word to exclude most of the processed egg products that have become popular with fast-food chains and food-service.

Great example of brand being bigger than marketing. Unless of course the marketing department came up with this idea. Or even their agency. But lets just file this under “good ideas can come from anywhere, even Panera’s legal department.”