Taco Bell will unveil a new tagline, replacing "Think outside the bun" with "Live Mas" to highlight new higher-end menu offerings. The quickservice Mexican chain's reputation for value pricing may not lend itself to the new tagline and higher-end menu it aims to represent, says industry consultant Denise Lee Yohn. "A tagline should embrace the DNA of the brand, which for Taco Bell is extraordinary value."

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