Taco Bell has been a popular fast-food restaurant for many years. When Taco Bell first started in the ’60s its first slogan was “Think Outside the Bun.” They had many commercials and packaging dedicated to that slogan for more than 10 years but suddenly changed their slogan to “Live Mas” in 2012. As consumers, we thought that this was a random and sudden choice but it was actually a very strategic move that helped bring Taco Bell into its new era.
Taco Bell wanted to change its slogan to “Live Mas” to inspire a more upscale image for the brand. “Mas” in Spanish means “more” this helped to keep the brand tied to the food’s heritage. The new slogan is meant to replace the idea of grabbing a quick bite to eat through a drive-thru with eating a more upscale meal and creating a memorable experience. Now Taco Bell has alcohol, touch-screen menus, and tapas-style food options.
When developing a brand name it’s important to create something that is easy to remember and pronounce. This helps consumers to be able to recognize the name when they see it on commercials or social media. “The right name is timeless, tireless, easy to say and remember; it stands for something, and facilitates brand extensions. Its sound has rhythm. It looks great in the text of an email and in the logo” (Wheeler, 2017). For example, Taco Bell is a simple name that is easy to pronounce and recognize. The name also represents the brand as a Mexican food restaurant.
References:
Wheeler, Alina. Designing Brand Identity: An Essential Guide for the Whole Branding Team. Available from: MBS Direct, (5th Edition). Wiley Professional Development (P&T), 2017.
Lucero, J. (2012, February 28). Taco Bell Scraps ‘think outside the bun’ slogan. Orange County Register. Retrieved March 10, 2023, from https://www.ocregister.com/2012/02/28/taco-bell-scraps-think-outside-the-bun-slogan-2/#:~:text=Think%20Outside%20the%20Bun%20%E2%80%93%202002,Run%20for%20the%20Border%20%E2%80%93%201989
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