Most of the talk I've heard about Fort Wayne's new branding logo has been pretty negative. Check out the comments at this Mitch Harper post, and you'll get an idea of the general flavor. I did an editorial about it and was probably kinder than I could have been. This is the core of the problem, I think.
Most brands, though, pound away relentlessly at one simple and easily graspable theme. Drink Starbucks coffee. Ford trucks are tough. Even destination brands