Is Kentucky’s branding effort unique?
Yes. In fact, Kentucky is the first state in the nation to completely brand itself. However, providers of goods and services, as well as politicians and others, have been branding or marketing themselves since the dawn of time. And most have found that a consistent, recognizable brand – i.e., a logo, a slogan, a particular way of doing things – has helped them build a loyal constituency. In a lengthy piece by advertising writer Stuart Elliott in June of 2003, the New York Times named only two states – Kentucky and Oregon – as developing multi-purpose brands. The Voice of America, a worldwide radio news service, made a similar observation in a piece it broadcast that November. (See http://www.voanews.com/english/AmericanLife/2004-11-17-voa60.cfm) And as the VOA reporter correctly noted, we don’t claim that a new brand alone will inspire people to move to Kentucky or do business with us. Branding is part of a long-term process to enhance Kentucky’s image, to show the rest of the world wh
