Unlike these blue chip veteran chains, which have spent decades creating this relationship, the Taco Bell Chihuahua now fully associated by consumers across the continent to the fast food chain hit its stride and grabbed consumer awareness in a remarkably short time frame. Jim Gregory, president of consultants Corporate Branding, says the lesson to be learned from Taco Bell's campaign is that brand images resonate more effectively when they most accurately illustrate the company they represent. It's natural for consumers to identify the company as any underdog, sharing the very same characteristics within the fast food environment as a small, sheepish dog who nevertheless persists in getting what he wants. The image seems to have worked. The branded image of the Chihuahua looking right out at the viewer has become synonymous with Taco Bell, immediately eliciting a strong reaction from viewers, he adds.
Consumers dismiss traditional advertising.
Brad VanAuken, president of consultant Brand Forward, says impact branding playing on both emotion and customer expectations can pay immediate dividends in today's environment of consumerism. Today's skeptical consumer will respond to value. Conversely, he adds, consumers penalize companies that promise service, price, or environment, but do not deliver. Claim one thing, claim it loudly and claim it first. Both agree today's consumer has become more sophisticated, which could result in quicker more substantial success in branding, or complete disregard of an initiative.