Challenge: From its inception in 1846, Ogden has been the most “un-Utah-like” city in the Beehive state, with a history strongly influenced by the major railroad lines that intersected it – and with that, brothels, booze and bad behavior. For the following 150 years, Ogden’s notorious reputation persisted, casting an image regionally of Ogden as an unsafe, unsavory, and unwelcoming city. In fact, during the prohibition era, even crime boss Al Capone told his cronies that Ogden was “a bit too rowdy for my taste.” That perception continued into the 1960’s and 1970’s as Ogden gained a reputation for gang violence, unruly behavior, and the city to avoid in Utah.
For more than a decade now, Ogden has been going through a renaissance. While the regional market area has been slow to “accept” Ogden as a desirable place to live, work and play, the city has been racking up honors from Forbes, Newsweek, America Unraveled, the Brookings Institution, American Planning Association, the Wall Street Journal, National Geographic, the National Association of Realtors and many others who have noted that Ogden is among the best places in the U.S. for tech jobs, one of the top places in the U.S. to raise a family, a top pick for business and careers, “America’s Adventure Capital,” a top choice for millennial home-buyers, a “playground for adrenaline junkies” and “The Most Equal City in America.”
Our team was brought in to help Ogden develop a unified brand and action plan that would keep pushing the renaissance forward starting with Ogden’s historic 25th Street and rippling out to the entire community.
Solution: The Roger Brooks International team helped create Ogden's Branding, Development, and Marketing Action Plan as well as Brand Style Guide. The action plan will achieve several goals:
- First, providing a focus for the City’s tourism and economic development marketing initiatives.
- Second, to distinguish Ogden from other cities, towns and counties in Utah and in the Western U.S.
- Third, to focus on Ogden’s reviving vitality and opportunistic future.
- Fourth to overcome and change out-of-date perceptions of the city.
- Finally, to provide innovative and creative solutions to increase local spending, and to build pride in Ogden among its residents, businesses, and educational institutions.
From day one, we could tell that Ogden’s brand – its point of differentiation, (what Ogden should be known for) resides in its people. The creative genius, talent, dynamic energy, and lively spirit of its residents make Ogden one of the best places in the Western United States to live, raise a family, start or grow a business, recreate, and visit.
Ogden's brand promise: "As Utah’s Renaissance City, fiercely independent and unabashed, Ogden always offers an unconditional welcome in an adventurous mountain-metro setting.”
OGDEN BRAND VIDEO