Emil Brolick, CEO of Taco Bell, agrees. Faced with the tough job of taking over the company after several years of declining sales- and, yes, axing the famous Chihuahua-Brolick made some important strategic decisions. The first was shifting the direction of the advertising campaign to focus on Taco Bell’s products and brand.
“While the Chihuahua got a lot of attention, the campaign was all about the dog. It needed to be about Taco Bell-our food, our stores, our strengths,” says Brolick. “For direction and insight, we turned to our customers.” Through a series of focus groups, Brolick learned firsthand about the current state of the Taco Bell brand. “While our heavy users told us about some problems they thought we had, I was amazed by the passion they had for the brand. In essence, they wanted Taco Bell to pull itself up by its socks and deliver in the marketplace so they could support the brand of their choice-they wanted to be proud of the brand that they supported,” he says. With a smile, he adds, “I really sensed an emotional connection between our fans and our brand. In a way, our customers identified with the brand that they saw as
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