It seems that no matter where you look these days, someone is talking about the best way to brand the city they live in. Every place is struggling for a unique identity in order to easily collect the most Young Professionals, Entrepreneurs, Visitors, Conventioneers, Students, or whatever the next best demographic du jour happens to be.
As I’m sure you’re fully aware, Columbus is no exception to this branding craze. All kinds of professionals and consultants have been brought in and paid some decent cash to share their expertise with us on how we can be a stand-out city that’s young and hip and green and progressive and arty and awesome. The only problem is that these consultants are delivering the same message to every city. So we end up not standing out at all when we’re just trying to project the exact same image that everyone else is simultaneously attempting.
Judging from the folks I’ve talked to about this, the locals seem to fall into two categories on this issue.
The first group of locals seem to think that we do need a bit of a boost in the marketing department to help out our image on a national level. They think that a clever device is out there just waiting to be uncovered by someone who thinks about it long enough, and once we have this universally supported idea, we can hit the ground running and really start to coalesce all of our diverse points of interest. Ok, maybe that’s pushing it a bit, but this group does think that some sort of branding effort is in order for Columbus to compete with the rest of the world.
To a good extent, I agree with that group. Columbus has a neutral national image, and a minor facelift wouldn’t hurt us at all.
Anyway, the second group of locals seem to think that we don’t need any marketing or branding at all. Columbus is a great city as it is and only getting better. They say that no slogan is going to convince anyone to move here. People tend to research where they choose to live a little more deeply than what a tagline can deliver. And while some cities can be recognized by their landmarks, both man-made and geographical, that recognition alone isn’t usually the deciding factor for somebody to up and relocate.
And to a good extent, I agree with that group too. I love this city the way it is, so why shouldn’t anyone else?
When it comes to talking about practical solutions though, it seems like everybody wants to play it safe. No one wants to try any crazy ideas for fear of failure. Should we build the world’s tallest ferris wheel downtown if no one will ride it? Should we develop a groundbreaking and innovative transit solution if it’s too expensive to justify? Should we declare ourselves the Independent Art Capital of the World if no one will believe in it?
This past week I’ve been starting to think that if we do really need a physical “thing” to unite under as an iconic image then we should seriously consider reclaiming our old title of “The Arch City”. Around 100 years ago we had dozens of wooden and metal arches that spanned several city streets all over Columbus and we had a pretty decent national recognition because of it. The Short North brought them back (after a bit of delay) and now OSU is considering adding a few more. There’s also one on Long Street heading into the King Lincoln District, and another gateway arch in Merion Village.
Sounds like a humble, pedestrian-scaled, inexpensive, iconic, symbolic, and historic way to brand Columbus to me. Why not?
Otherwise, if we’re not going to go for any sort of universal image, then let’s get the show on the road and quit worrying about it. No more half assed slogans. No more live/work/play nonsense. Let’s get cracking on what really matters to the people who already live here, and those initiatives will draw in more residents of all shapes and sizes. Better transportation options. An improved recycling system. More local events. More local art. Everyone can do their part in shaping this city by picking up a pencil, gathering some friends, speaking up at a civic meeting, or by simply patronizing the types of establishments that they’d like to see more of.
We’re already a sixth of the way through 2008. What are we waiting for?
I agree with the organic approach. If you’re looking for an icon of some sort to rally around, especially one that doesn’t yet exist, then the whole process is fake and won’t work.
Let Columbus be what it will be and let the chips, young professional, retirees, students, fall where they may.
Is that your thumb?
you’re a smart guy. i like the way you’re thinking.
just had a random thought that the arches are a ‘gimmick’.
but, i think that’s ok, because we have the good in the other areas. we just need a hook.
I like your thinking.
You are brilliant.
Okay … maybe not brilliant. But definitely smart
Joe: Nope, not my thumb.
DF: Define ‘gimmick’. Is the Statue of Liberty one? It has no real functionality. Is the Golden Gate Bridge one? Surely they could have built a more modest bridge. The majority of the iconic images associated with cities are nothing more than tourist attractions.
Surely the arches are purely aesthetic, but I think they could be a very viable option to serve as our ‘hook’. The history is there. The symbolism is there. And I think they’re much more modest than some sort of “world’s tallest” structure.
And cheaper.
And less phallic.
yeah, i think that other stuff could qualify as gimmick too. i don’t think it’s a bad thing at all.
I agree with Walker that we should build the world’s tallest ferris wheel downtown.
Only if it doubles as a giant Target sign for the new downtown Target.
I do agree that Columbus needs a better brand. It’s not really the slogan that matters, it’s the thoughts that come to mind when someone says, “Columbus.”
I think that brand has to speak to some emotion or aspiration, and not a physical thing. So I’m not sold on the arch idea. We need to find something that says something about our city what our city embodies. Something about how Columbus is a big city with a small town feel, about how welcoming we are to diverse groups with diverse beliefs, and how involved residents can make a real difference. How living here is inexpensive but rich with experiences.
What a gross picture, is that a cockroach getting busy with a dirty kleenex?
It’s a fake cow… getting branded.
Good idea, but I worry that when I bring up arches in conversation, people think of another city: St. Louis.
Arch City? Why, we already are Arch City, if by Arch you mean Archie Griffin!
Here’s our gimmick…two phenomenal, visitor friendly neighborhoods…connected by a streetcar line…covered by arches…with a set of Bellagio-esque fountains in Bicentennial Park in between.
Also, why couldn’t we be known as the “Cap City”? Caps over I-670 and the 70/71 split.
BTW…that picture is awesome!
Maybe a little off the topic, but Columbus’s never-ending search of “big city” identity is featured in none other than USA Today. If you are willing to stand the disparaging comments posted on the ‘comments’ feature, take a look:
http://www.usatoday.com/news/nation/2008-03-01-columbus_N.htm
By the way, I wonder if the blurb in the article on the “locals’ trying to change the city’s name” is referring to CU’s thread on the subject. If so, CU (indirectly) made a NATIONAL headline!