Texas town not tagging along with new brand

Somewhere in Texas, a village is missing its tagline.

The plight of Longview has caught the Eye. Within days of announcing a new brand line – “East Texas. Pure and Simple.” – in March, the city was deluged by calls and e-mails from residents who objected to being called “simple.” A touchy subject in a place best described by its distance from Dallas and Houston.

According to the Business Marketing Association, a tagline should communicate “a single but powerful brand message or promise which resonates strongly with an intended audience. … it’s not a proverb, motto, maxim, or saying … or a…