Columbus has a lot to brag about, and it wants to get better at doing it.

Why it matters: A so-called identity crisis has long contributed to potential visitors' unfamiliarity with our growing city. It's a concern local leaders, media and residents have tried to solve for years, in hopes of boosting public perception and luring more tourists.

Driving the news: The latest attempt to market the city is a new ad campaign, "Yes, Columbus," which embraces our relative obscurity.

Zoom in: The videos list local accolades with tongue-in-cheek awareness that people outside Ohio may be surprised to hear them.

• Examples include "Essence" magazine dubbing us one of the year's top global culinary destinations, and the fact that the concentration of fashion professionals here is topped only by New York and Los Angeles.
• Columbus? "Yes, Columbus."

What they're saying: "I don't think we have an identity crisis, I think we have a 'lack-of-awareness crisis,'" Sarah Townes, chief marketing and innovation officer of Experience Columbus, tells Axios.

• The marketing organization helped launch the $2 million campaign in May with local partners, including Franklin County and city government, paid for mostly with bed taxes.

The intrigue: Columbus' lack of singular brand captured the attention of the New York Times as far back as 2010, with familiar themes throughout the story.

Flashback: "Columbus has not had a bad image," Experience Columbus' director said at the time. "It has just had no image in the national marketplace."

• The Times noted: "At least six earlier branding efforts over the last half-century fizzled out with anodyne slogans like 'Discover Columbus' and 'Surprise, It's Columbus.'"
• One amusing idea from a 2010 brainstorm: "Columbus: We Are So Not Ohio."

Between the lines: Columbus' marketing budget is lower than other comparably sized cities, which is likely a factor, Townes says.

What we're watching: "Yes, Columbus'' ads are airing in a 250-mile radius from Central Ohio, in cities as far as Detroit, Indianapolis and Lexington, Kentucky.

• So far, engagement has been positive, Townes says.

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👋 Arika Herron here, from Axios Indianapolis. I visited Columbus during MLS All-Star Week while tracking our city's efforts to secure an expansion team.

The intrigue: Columbus does Indy better than Indy, it seems.

• Here are some travel recommendations I reported back to our readers.

🚶 Go for a scenic walk. The Scioto Trail features a gorgeous promenade packed with parks and museums.

• It's what our White River could be, now that Indianapolis is starting to develop along it after decades of neglect.

⚽ Catch a game. Columbus has a championship MLS team and a beautiful new stadium in the growing Arena District, plus the Blue Jackets, professional volleyball and, duh, Ohio State.

🍜 Grab a bite. North Market is everything Indy's City Market aspires to be.

🍻 Crawl through the Short North. This mile-long stretch contains more than 100 bars and restaurants, dozens of art galleries and all kinds of shopping.

• Belly up to the bar at Press Grill for neighborhood dive vibes.

💭 My thought bubble: Staying near the convention center, I did literally every one of these things without ever needing a car.

• I regularly praise Indy's wonderfully walkable downtown, but it's possible Columbus is beating us at our own game.

👋 Arika again, back with one more observation: Y'all have a great food scene for vegetarians!

Why it matters: I write a weekly meat-free food review for my newsletter.

• As a pescatarian, it's fun to show readers that cities known for steakhouses and a region known for hearty, meat-centric meals has a lot more to offer.

Where I went: 4th & State, a downtown vegan diner.

What I ordered: After much deliberation over the huge menu of breakfast classics, pizza and sandwiches, I went with the jalapoppin' chick'n sandwich ($15).

• Super crispy and crunchy fried tempeh — a soybean-based patty — served as the "chicken," topped with plant-based bacon, cream cheese, cheese, sweet Thai chili sauce and fresh jalapenos.
• I added a side of shoestring fries ($4) loaded with plant-based queso, bacon and ranch.

💭 My thought bubble: The sandwich tastes like fried chicken had a baby with a jalapeno popper.

• Plus: Being able to order from a whole menu, with so many options beyond a salad or grain bowl, is super fun.
• It's probably good I don't live closer or you'd have to roll me out of that place often. It's vegan, but that doesn't mean it's light.

If you go: 152 E. State St. 11am-3:30 pm Monday-Friday and 9am-4:30pm Saturday-Sunday.

Go deeper: Read Tyler's take on 4th & State

Intel plans to cut more than 15% of its workforce later this year, but the semiconductor plant under construction in Licking County is not affected, Axios has learned.

Why it matters: The massive, $28 billion project near New Albany is expected to create 7,000 construction jobs and 3,000 more permanent jobs on site.

State of play: The company's U.S. projects remain on track despite the news, with Ohio One partially supported by federal funds from the Chips and Science Act.

• There are mainly construction workers on site at the moment.

What they're saying: "Intel continues to sustain investments to build a resilient and sustainable semiconductor supply chain in the United States and around the world," the company stated in an Aug. 1 news release that announced the job cuts.

The big picture: Intel said a majority of job cuts will occur by the end of 2024, and it will increase its cost-cutting plans by an additional $10 billion in 2025.