When we work on creating a brand or refreshing a brand, we look at many factors through a magnifying glass: the name, the logo, and the tagline. The tagline is not important unless it has a differentiator. We also analyze the marketplace the brand will serve.
Our first impression of Town & Country was that the name reminded us of the magazine Town & Country. This magazine caters those who enjoy being part of the social scene, and have their important life events reported.
That means they are targeting the affluent..And there are many categories of Affluent. The word "distinct" has no meaning in their tagline. A big tented do is usually distinct.
Theoni is on a similar wave length as Town & Country for customers. They are hoping for the affluent in the Napa and Beverly Hills category. Those who want to be noticed and reported on are here also. The word "Beyond" in their tagline meant nothing...is Santa Babara beyond?
Most of the Santa Barbara affluent are old money and are not interested in the social scene. If you have been following our posts, you may recall our emphasis on psycho-graphics (lifestyle) rather than demographics.
The Louis Vuitton store left Santa Barbara simply because no one who lived around there bought. They definitely could afford to buy to their hearts' content...and Sak's Fifth Avenue followed soon after...this was not the place to sell $800 sneakers.
Bright recently re-branded with their colors. Even though their colors are bright, "bright" it is memorable. I liked their website video emphasizing service and featuring their employees! If the service lacks no amount of fine china, silver or settings is going to matter...they are rent the stuff from the same places.
Sunday, I noticed four of their trucks in different colors parked at the Santa Barbara Zoo lot. The Zoo was having an event, and I would guess it was a fundraiser. That was a great endorsement for me, if I were in need of an event company. And, I would consult friends, as well as interview all three, in order to make a final decision.