Does Wisconsin need a national brand and what should it be?

What does the rest of the world think of when you say Wisconsin? Cheeseheads?

Secretary of Tourism Kelli Trumble wants her department to be at the forefront of brand development.

But which of the state's qualities will make the unique emotional connection required of a brand? Is it the land, the dairy industry, rivers and lakes, the university or its progressive thinking. The legislature may authorize a feasibility study to find out.

Oregon says We love Dreamers. Kentucky brands with it's Unbridled Spirit. But Trumble says a brand is more than just a logo or a slogan. She says it's a promise of what Wisconsin is.

Maybe we already have the answer. As the song goes, “When you say Wisconsin. You've said it all.”

AUDIO: Jim Dick reports ( 1:08 MP3 )

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