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Consultant urges consistency, invites residents to pick a tagline
Summary
2 Ton told residents that branding is broader than a logo and emphasized consistency; attendees used sticker votes on several tagline options, with 'Relax. You're in Lantana.' and 'Old Florida today' among top choices.
The 2 Ton presenter told the room "Your brand is your identity. It already exists," and urged Lantana to codify consistent fonts, colors and photography rather than rely on multiple inconsistent logos. The presenter cited the Discover the Palm Beaches example as a case where consistent visual rules supported effective tourism marketing.
Consultants asked attendees to use three stickers per person to rank candidate taglines. Options included "Relax. You're in Lantana," "Old Florida today," "The heart of Coastal Florida," and multiple lighthearted choices; the presenter said whichever taglines received the most stickers would weigh heavily when presenting final recommendations to the committee.
