Why are some visuals —the Marlboro cowboy, Colonel Sanders — so powerful and other visuals — Taco Bell’s Chihuahua — pretty much a disaster?
 Because many marketing people misunderstand the role of a visual. 
 The role of a visual is not just to attract attention. Consider Taco Bell’s talking Chihuahua, launched in 1997. Few advertising programs created as much attention as the Chihuahua and its catchphrase, “Yo Quiero Taco Bell!” 
 At the ...

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