Where would Wheaties be without Michael Jordan? Taco Bell without Gidget, the talking Chihuahua? Or even the “Can you hear me now?” guy from Verizon Wireless? These spokespeople are iconic. They have helped brands personify themselves, leaving lasting and memorable impressions on their target consumers. So, what do a sports legend, a Spanish speaking dog and a tech nerd with glasses have in common? Likeability.