"When you say Wisconsin, people most often think of the Green Bay Packers, cheeseheads, beer and cold weather."

Does Wisconsin need rebranding? Apparently, the Wisconsin "brand" ranks 37th among states. States that rank higher: Kansas, Rhode Island, Minnesota, New Hampshire, West Virginia, and Utah. New Jersey is 50th. (Even after "The Sopranos"?) California ranked first, of course.

How would you bolster the Wisconsin brand? And are all the states supposed to get into a big competition to have the most lustrous brand? I guess it's good federalism for the states to compete this way, by making you think well of them. Federalism and advertising — they go together under the heading "American" (even as Packers and beer go together under the heading "Wisconsin").