that's unfortunate because, imo, the beach umbrellas have become such a classic symbol of our community. there is a beauty in its simplicity. Many locals (and visitors) feel ownership of the symbols and many names that represent South Walton Beaches - which is the very reason we see so many concerned comments here.
It's true that we don't have an official city name (its not an incorporated area) - and we do have several nicknames. Whenever I refer to the place I live - I say "Santa Rosa Beach" - this may be a post office designation, but its also the name used by locals for many, many years - way before "South Walton". It's a nice name. South Walton Beaches is nice too. Beaches of South Walton, SoWal, SoWal Beaches, South Walton Beach, Santa Rosa Beach, Lower Alabama (haha), The Emerald Coast (beautiful), Northwest Florida's Gulf Coast (boring)... I like that we're complicated.
How to market? I guess we need to realize that the marketing scheme is only a marketing scheme, regardless of its price tag. It will not define this area or its people. Its a tourist-targeted advertisement. We will still be all the complicated names and logos and icons and whatever - as always. The Red Bar will always be our number one community icon.