Your note about the brand is so true that even their self-awareness lacks self-awareness, such as this note from the SF Symphony first-timer's guide:

6. What should I wear to a San Francisco Symphony concert?

Contrary to what many people think, formal attire—such as tuxedos and evening gowns—is not required at Symphony concerts. In fact, most people only wear formal clothing to our Opening Gala. At our other concerts, most concertgoers wear business or cocktail attire.