The document discusses efforts by Rep. Steve Wieckert to brand the state of Wisconsin like a major corporation through legislation establishing a state branding council. Research on branding was conducted through conferences that drew hundreds of attendees. Media coverage of the branding effort grew over time, especially during the 2007-2008 legislative session, with over 170 total media hits. Ultimately, the Wisconsin Department of Tourism adopted the branding strategy in 2008 after the bill had been introduced three times by Rep. Wieckert.

6. Branding Wisconsin The Capital Times, November 10, 2003 The Post-Crescent, May 15, 2003