AR-News: (U.S. - Wisc.) state reconsiders cheesy image

[Mary Finelli]

Letters: forum at greenbaypressgazette.com


STATE PUTS ITS IMAGE UNDER MICROSCOPE
Green Bay Press-Gazette, Tom Perry, Oct. 12, 2003
http://www.greenbaypressgazette.com/news/archive/local_12716302.shtml



Maybe the disenchantment has been for there for years, simmering slowly. But 
in the past few weeks, it seems, the idea of putting some distance between 
Wisconsin and its cheesehead image is gathering steam.

Consider, for example, that a panel commissioned to recommend the design for 
the state’s commemorative quarter picked history over hay. The panel did 
this after thousands of people voted on the Internet for a design featuring 
a cow, a wheel of cheese and corn. Gov. Jim Doyle played his trump card, 
though. He rejected the panel’s choice, selecting the agriculture theme for 
the quarter, which will be minted in October 2004. Doyle’s decision didn’t 
trigger a controversy. Nor is there likely to be a ruckus next year when the 
Wisconsin quarter is circulated.

But the fact that a panel walked away from the agricultural image is 
telling.

Branding Wisconsin
Just as interesting is the discussion that took place a few weeks ago. 
Participants at a branding-Wisconsin luncheon spent a great deal of time 
discussing the best image for the state to project to the rest of the world. 
“Panelists agreed that Wisconsin needs a more broadly encompassing image, 
which would aid the state in attracting business, tourists and investment,’’ 
this newspaper reported.

OK, so thoughtful individuals are likely to agree that there’s a lot more to 
Wisconsin than dairy. What’s more, the fact of the matter is that 
California, not Wisconsin, is America’s dairyland, if you want to get 
technical about it.

But lurching forward in another direction should only be done after some 
careful consideration. Rep. Steve Wieckert’s idea to study the issue has 
some merit. The Appleton Republican has introduced a bill that would fund a 
feasibility study to weigh the costs and benefits of creating a national 
brand image for Wisconsin. “As states compete … I think it’s important that 
Wisconsin establish its own identity,’’ Wieckert said. “We have to play to 
our strengths. We have to identify what’s true and factual.’’

Quality of Life
What seems true and factual about Wisconsin, at least to me, is that it is a 
nice place to live with good schools and a lot of nicer-than-average people. 
The winters can be harsh and taxes are higher than in most in states. But 
the quality of life at least in Northeastern Wisconsin is better than other 
states where I’ve lived, largely because you don’t have to spend an hour a 
day sitting in traffic.

To some, the idea of using congestion as a yardstick to measure quality of 
life may seem odd. But torturously slow daily commutes back and forth to 
work are a fact of life in a lot of places in this country. It’s hard to 
imagine that crawling in traffic five days a week would be anyone’s idea of 
quality time. Of course, every time a farm disappears and another suburban 
subdivision sprouts up, it diminishes Wisconsin’s agricultural calling card.

So maybe disenchantment isn’t completely to blame for growing distance 
between the state and its cheesehead image. Perhaps it’s the fact that some 
people think those cheeseheads look silly, while other people recognize 
reality.

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