Should have known better: Don't alter a man's brand at least without his permission!

Rapper 50 Cent is suing Taco Bell after his lawyer said the restaurant used his image in a print ad without permission AND asked him to change his name to 79 Cent, 89 Cent , or 99 Cent. They're promoting their menu items for under a dollar. The Associated Press said the rapper heard about the ad through a news report. He's suing for $4 million. I saw this story in the Atlanta Journal Constitution this morning.

Here's what Taco Bell might have heard after talking to a few more people before pursuing this ad campaign:

- Don't you pay people for endorsements? Using his image counts.

- What would 50 Cent think if he saw this ad? Someone is always watching. Clipping services and online and print make a good business of finding articles and ads for companies for their marketing books. And if a couple of guys in the United Kingdom see my small, new blog and comment on it, don't you think somebody's going tell 50 Cent about a newspaper ad they saw? Like a lawyer or someone who might see this as a business opportunity for them.

- A lot of thought goes into creating a name that is your brand, your identity among the public and it's basically your livelihood. Many news makers still believe that just so their names are spelled right, they don't care about bad publicity. To ask someone to change his name for even a day can be seen as insulting, especially in an advertisement. Do you want to make a friend out of 50 Cent for the future or tick him off?

-Are you sure he wants to be associated with Taco Bell? I love the nachos bell grande and the yummy chili cheese burrito, but it's also very cheap food. -When was the last time someone in Hollywood was asked to change their name for a promotion? Are there some celebrities you can do this to and some you wouldn't?

- Is it possible some dummy might yell out to 50 Cent on the street -- "hey look, it's 79 Cent!" I think that's why he uses the name 50 Cent over and over . . . so people will know it's him.

-You're trying to make money off of him without him knowing. Does that sound ethical?

A little more research was needed.

50 Cent already sued an Internet company for using his image without asking in a game called "Shoot the rapper" where players pretend to shoot him.

A taco sure does sound good . . .

But, even with all the news and the possible $4 million loss in revenue if they lose, a lot of somebodies, somewhere (me, right now, because it's almost lunch time) are thinking, ummm, taco. I could use a taco. And there's a Taco Bell down the street. Cha-ching. But is it worth it?