As leaders in tony Highlands, North Carolina, look around the southern Appalachians, they find examples aplenty of tourist destinations that have struggled to define an image to match their beautiful surroundings. As the Smoky Mountain News¬†reported yesterday, several towns in western North Carolina have labored to find slogans to brand themselves to appeal to a wide range of potential visitors without becoming so imprecise as to lose a coherent message. Some have had to rebrand themselves as their offerings have evolved. In Cherokee on the eastern fringe of the Great Smoky Mountains National Park, casino gambling as eclipsed even the town’s cultivated reputation as a place to encounter Native Americans. Highlands’ slogan “Above It All” refers to its especially lofty elevation of 4,118 feet…