Despite its rich history and diverse landscapes and peoples, Mexico outside Mexico seems to have approximately one story, and here it is: hot chilli sombrero bandit cactus (feel free to change the order). It’s not pretty, it’s not fair, and it’s certainly not good branding, but it is testament to the constraining power of a bad cliché.
Actually I exaggerated: there’s always Aztec jungle Montezuma temple Indian to fall back on; and being Corona beer. Brave brands trying to sell a new and different Mexican story are hard to find, but any you know of would be great to see…