Civic leaders in Columbus, Ohio hunt for the soul of their city with a multiyear branding campaign. While other cities struggle to repackage their shortcomings, the nation's 16th-largest city's problem is uniquely its own: its generally pleasant vibe, easy way of life, and prosperity (especially in comparison to other cities of the Midwest) are too general to form a cohesive image. It's not "Columbus" enough:
The city lacks a shorthand way to sell itself — a signature like the Big Apple or an intriguing tagline like Austin’s “Live Music Capital of the World.” As a result, those working to attract new companies, top professors, conventions and tourists have a hard time explaining how Columbus differs from dozens of other cities that likewise claim to be livable, progressive and fun.
“Columbus has not had a bad image,” said Paul Astleford, director of Experience Columbus, which promotes tourism and conventions. “It has just had no image in the national marketplace.”
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