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" Live Mas? Yep, that&amp;#039;s Taco Bell&amp;#039;s new slogan, set to replace &amp;quot;Think Outside the Bun&amp;quot; any day now. According to experts in such things, the revamped tagline is meant to signal an aspiration toward &amp;quot;lifestyle&amp;quot; branding, which seems like kind of a stretch for a company whose blockbuster spring product launch will be something called the &amp;quot;Doritos Locos Taco&amp;quot; \u2014 in case you&amp;#039;re wondering, a taco with a shell made of Doritos chips. Not to mention Taco Bell&amp;#039;s recent food-poisoning snafu that sickened 68 people and a new, artery-busting breakfast menu available at 800 locations. None of which seems particularly, well, life-affirming. But sales are slipping, and it&amp;#039;s clear that the Bell needs to do something big to counter the threat posed by Chipotle and its focus on quality. Then again, instead of taking the &amp;quot;me-too&amp;quot; approach to Chipotle&amp;#039;s values, Taco Bell might be better served by embracing what it excels at: tacos that are so impossibly cheap you can barely believe they contain real animal product. In other words, something that you eat when you&amp;#039;re drunk and hungry. As restaurant-marketing consultant Denise Lee Yohn put it much more diplomatically in Advertising Age&amp;#039;s story on the matter, &amp;quot;a tagline should embrace the DNA of the brand, which for Taco Bell is extraordinary value.&amp;quot; Taco Bell: Viva Cheap. "^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.esquire.com/food-drink/restaurants/a12907/taco-bell-new-slogan-6863619/?src=rss>