I see that this slogan will be used not only for tourism, but for business and other state programs. And I understand the want of the Governor to call on all residents to support this as a way to prove we are "fiercely proud, hard working, loyal and have fun with life; and where the culture fuels creativity and embraces original thinking." The idea behind the branding of Wisconsin is to ''emphasize Wisconsin's creativity, hospitality and unique destinations under the platform, "In Wisconsin, originality rules."" And the logo and slogan support this.
As a marketing person, I understand all this. And I understand the great burden of coming up with something that can be used by Universities, cheese makers and bed and breakfast owners alike. But, in the same breath, what the Tourism Department and the PR agency Red Brown Kle came up with is still kinda... square (as is the whole Wisconsin Department of Tourism website in fact.) Wisconsin strikes me as more of a thoughtful, philosophical-yet-determined state, and I don't know if that really comes through. Still, we'll see how it goes. It would be nice to get this state some much deserved attention outside of the crazy teen sex scandals that have been appearing lately. There is a depth of interesting things happening here, there's a quirky humor to the place, and the sheer beauty of the rivers and Great Lakes, rolling hills and fields, the balance of the four seasons and the respect people have here for there history gives Wisconsin a real identity that I guess you just have to experience.
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