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"Icons give products a personality and ... elevate a product above the status of an inanimate object. It is easier to create a closeness with a personality than with a 'thing.' A strong icon generates a cultural following that responds to devices such as jingles, artwork, slogans and merchandising. It takes a well-constructed and supported plan to make an icon take root in the psyche of consumers."

-Bob Waterfield/associate editor and writer/Publishing Resources/Tulsa, Okla.

"New icons are harder to sell because there are a plethora of new images from all sides, but the ones we grew up on are embedded in our brains. New icons that keep on ticking are the ones that act like 'worms' in our collective consumer subconscious."

-Aubrey de Souiza/director-advertising/Uptown Market Group/Orange County, Calif.

"In today's extremely fragmented media environment, a new brand icon like Tony the Tiger doesn't get daily exposure on all three major networks for 20 or 30 years. If something doesn't show immediate results in 12 to 18 months, it gets canned."

-Barry Wood/account executive/KETK-TV (NBC)/Tyler, Texas

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