A few months back, a new car-wash (under construction) appeared along the strip near my place of employment. It was called "Soft Touch Car Wash", and the sign featured a large and very cute rubber ducky on wheels. Several weeks later, before the establishment had even opened, the sign was altered to read "Rubber Ducky Car Wash" (with the same duck featured).

I could not help but wonder, why the change? Had they been trying to keep things subtle at first? "We'll use the duck," I can hear the sign designers say, "But let's not make it too obvious. We won't mention that it's a rubber duck."

Then, the inevitable acclamation occurred. Phone calls, letters . . . everyone loved the duck. It became the fledging (!) establishment's strongest point of appeal. "Okay," said the owners in an unscheduled meeting, "Let's go all out."