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The agency BBDO/New York unleashed the talking M in their current form in 1994 (the 40th anniversary of their debut). "Green," the sassy female M , debuted the following year. In a campaign this spring, the company briefly produced black and white candy, and ran "Wizard of Oz" themed commercials that promised a return to a land of color.

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Putting forward some sort of searing identifier, others add, is essential today as a clutter cutter.

Is the duck annoying or funny?

Especially good is "having a potent and memorable symbol, whether human and real, like Steve Jobs; a character, like that . duck; or an iconography, like the Nike swoosh," says Douglas Atkin, a partner at ad agency Merkley Partners. He calls animated characters "awareness devices," the best of which can make people laugh or groan.

The duck makes Mr. Atkin groan.

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"They’ve taken a very difficult name, AFLAC, and they’ve made it into a positive," says Mr. Siegel. "I think that’s a fabulous icon."

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