The best example of an icon representing a company is probably Speedy Alka Seltzer. Why? Because he's made of an Alka Seltzer, and his name is a combination of the product name and the principal product benefit: speed. Even local advertisers can create successful icons. It's a lot less expensive than you might think to create a spokes-icon for your business.

John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. For more about Mr. Malmo - and to obtain a copy of his book of 110 two-minute business pearls - go to johnmalmo.com.