For many years, I have meant to visit Columbus, Indiana.  You know that’s the town that is differentiated based on the architecture of its companies and buildings. I went yesterday.

If it is possible to overdo branding for a city, Columbus may have done it.  The reason for the differentiation is real.  The logo is just downright cool.  The slogan, “Unexpected, Unforgettable” is really good, (except that I forgot it and had to look it up while I was writing this blog.)

The idea exceeds the reality in my estimation.  At least a dozen of the world’s most famous architects are represented, Meier, Saarinen, I.M. Pei, Kevin Roche, etc.  There are some neat buildings and the parks and landscaping is exceptional for a town of 40,000 people, but a vast majority of those people have houses and yards and businesses that detract from the town’s brand image.  And  of course, many of the town’s modern buildings did not age well.  They look out of date now.

I found myself deeply enjoying the town’s reputation for the first hour, being ho hum for the next hour, and finally deciding, “what’s the big deal?” in the third hour.