I am sorry I’m not going to tomorrow’s Wisconsin Innovation Network meeting, where the talk will discuss the Wis4Biz initiative and how it will “reinforce Wisconsin’s Open for Business message”. This slogan is not something we should want to reinforce. I would like to learn more about how anyone thinks this campaign makes sense.
It also sounds backwater. (Nothing against West Virginia, but they use the same slogan.) The dollar-store-style sign furthers the backwater image.
The slogan sounds like something that would appeal to someone who a) is not formally educated, b) worked mostly in government not business, and c) knows business is very important but does not understand how it works.
The bizarre thing is that Wisconsin already had a good brand image of good work ethic, good values, and stoicism. Wisconsin was specifically mentioned as a good place to locate a shop in the book “Execution: The Discipline of Getting Things Done” for these reasons. We should be building on this already-existing image instead of something taken from an off-the-shelf sign.