Jim McCarthy writes an interesting piece about branding on this webpage, also using as an example the ficticious "Altadena Symphony Orchestra" — but says that "our greatest cultural asset in Altadena is the Quizno’s."

Good Lord, man!  Apparently he's unaware of the Coffee Gallery, McGinty's, Altadena Junction, Folly Bowl, Zorthian Ranch, Beckett Hall … or even (if we just stick to food) Bulgarini Gelato!

But he's right about branding, and this is why we don't publish a lot about Pasadena, Eagle Rock, Sierra Madre, video gaming, and many other things we've been asked to print.  We're still learning how to handle Altadena!