Branding Wisconsin

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• Branding Wisconsin

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Sarah Klavas Brand Manager
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Integration Communications Strategic
Planning Branding
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WHAT IS A BRAND?
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• A brand is not a slogan.

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• Slogans come and go.

A brands positioning is a timeless relevance
that differentiates it from competitors.
Chevrolet Dependable and All-American
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• Relevant differentiation inspires an emotional
  connection that creates a strong following.

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Legacy level branding
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The emotional connection comes from what is
relevant to consumer needs that competitors dont
offer.
WI Points of Difference
Points of Parity
Competitors Points of Difference
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Emotional connections have economic value.

• More loyal customer base return visitors
• Easier recruitment and retention of employees
• More predictable revenue streams
• Less pressure to compete on price
• Greater clout with investors
• Pre-emption of competitors
• Greater efficiency, given all offerings can be
  marketed under one brand

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The emotional connection forms brand
positioning platform.
The brand positioning platform or soul
Brand soul
The current verbal manifestation of the soul
Theme line
Big idea or metaphor that ties all communications
together
Creative strategy
Individual ads, brochures or materials focused on
specific attribute/offering
Individual tactics/executions
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Competing states promote similar things to
Wisconsin, putting us at parity, not preference.
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What differentiates Wisconsin in a way relevant
to target?
WI Points of Difference
Points of Parity
Competitors Points of Difference
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For Wisconsinit was the people.

• Being unbelievably loyal
• Being proud
• Being passionate
• Having such fun with life
• Not hung up about what others think
• Not taking themselves or others so seriously
• Being spontaneous, rambunctious, imaginative, fun
  to be with

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In a way like no other place, what about
Wisconsin is relevant, differentiating and
emotionally compelling?

• The passionate nature of our people to have fun,
  express themselves in original ways and feel more
  comfortable doing it here than anywhere else.
• In Wisconsin, Originality Rules

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The Soul of Wisconsin-our Brand Promise
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Why is original thinking rampant, valued,
nurtured here? Research suggests its in
Wisconsins DNA.
Responsibility If you want something done
right, give it to someone from Wisconsin. Authen
ticity Were down to earth, approachable,
accepting of all. Stewardship of the land Our
beautiful landscape feeds and inspires our bodies
and souls, freeing us to think differently than
those in more stressful surroundings. Fun We
believe life is to be enjoyed and lived to its
fullest. This inspires fresh perspective and
unbridles the imagination.
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Aldo Leopold
Jamie Thomson
Georgia OKeefe
Frank Lloyd Wright
Alex Jordan
House on the Rock
UW Researcher
Painter
Conservationist
Architect
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Aldo Leopold
Jamie Thomson
Frank Lloyd Wright
Gaylord Nelson
Georgia OKeefe
Earth Day Founder
UW Researcher
Conservationist
Painter
Architect
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Aldo Leopold
Frank Lloyd Wright
Gaylord Nelson
Tommy Bartlett
Georgia OKeefe
Earth Day Founder
Conservationist
Entrepreneur
Painter
Architect
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Aldo Leopold
Les Paul
Gaylord Nelson
Tommy Bartlett
Frank Lloyd Wright
Earth Day Founder
Musician
Conservationist
Entrepreneur
Architect
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Aldo Leopold
Les Paul
Gaylord Nelson
Tommy Bartlett
Randall Duk Kim
Earth Day Founder
Musician
Conservationist
Entrepreneur
Actor - APT Founder
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Sid Cook
Les Paul
Gaylord Nelson
Tommy Bartlett
Randall Duk Kim
Earth Day Founder
Musician
Entrepreneur
Actor - APT Founder
Artisan Cheese maker
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Sid Cook
Les Paul
Randall Duk Kim
Tommy Bartlett
Seymour Cray
Musician
Actor - APT Founder
Artisan Cheese maker
Entrepreneur
Supercomputer pioneer
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Sid Cook
Les Paul
Randall Duk Kim
Seymour Cray
Packer Fan
Supercomputer pioneer
Musician
Actor - APT Founder
Artisan Cheese maker
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Sid Cook
Ringling Brothers
Packer Fan
Randall Duk Kim
Seymour Cray
Greatest Show on Earth
Artisan Cheese maker
Actor - APT Founder
Supercomputer pioneer
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Edna Ferber
Sid Cook
Ringling Brothers
Packer Fan
Seymour Cray
Author
Artisan Cheese maker
Supercomputer pioneer
Greatest Show on Earth
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Edna Ferber
Joyce Berg
Ringling Brothers
Packer Fan
Seymour Cray
Author
Angel Museum
Supercomputer pioneer
Greatest Show on Earth
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Edna Ferber
Joyce Berg
Ferne Cualker
Ringling Brothers
Packer Fan
Author
Angel Museum
Ko-Thi Dance Co.
Greatest Show on Earth
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Edna Ferber
Steve Raffel
Joyce Berg
Ferne Cualker
Ringling Brothers
Author
Raven Software
Angel Museum
Ko-Thi Dance Co.
Circus
Greatest Show on Earth
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Edna Ferber
Steve Raffel
Barry Levinson
Joyce Berg
Ferne Cualker
Author
Raven Software
Mustard Museum
Angel Museum
Ko-Thi Dance Co.
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Mountain Wolf Woman
Steve Raffel
Barry Levinson
Joyce Berg
Ferne Cualker
Raven Software
Mustard Museum
Angel Museum
Ko-Thi Dance Co.
Author
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Mountain Wolf Woman
Steve Raffel
Barry Levinson
H.H. Bennett
Ferne Cualker
Raven Software
Mustard Museum
Photographer
Ko-Thi Dance Co.
Author
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Mountain Wolf Woman
Steve Raffel
Barry Levinson
H.H. Bennett
Warren Nelson
Raven Software
Mustard Museum
Photographer
Big Top Chautauqua
Author
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Mountain Wolf Woman
Pleasant Rowland
Barry Levinson
H.H. Bennett
Warren Nelson
American Girl
Mustard Museum
Photographer
Big Top Chautauqua
Author
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Mountain Wolf Woman
Pleasant Rowland
Dr. James Cameron
H.H. Bennett
Warren Nelson
American Girl
Photographer
Big Top Chautauqua
Author
Black Holocaust Museum
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Steve Miller
Pleasant Rowland
Dr. James Cameron
H.H. Bennett
Warren Nelson
Musician
American Girl
Photographer
Big Top Chautauqua
Black Holocaust Museum
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Wisconsin OriginalsImaginative thinkers
enhancing our world
Steve Miller
Pleasant Rowland
Dr. James Cameron
John Muir
Warren Nelson
Musician
American Girl
Founder Sierra Club
Big Top Chautauqua
Black Holocaust Museum
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What would you say if askedWho belongs in
mypictorial portfolio?What is the unique point
of difference in my business community?How can
I tell the story so that it both supports and is
nurtured by the state brand?
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Tools are on the way to help

• A brand toolkit to include communication message
  points, logos, colors, requirements for
  partnering
• A new industry website
• Changes in the JEM grant program
• Co-op opportunities