How would you describe the Commonwealth of Kentucky? Would you mention fried chicken, George Clooney, or Bourbon? How about bluegrass music or Muhammad Ali, NCAA Basketball Championships or the mother-freaking Kentucky Derby? Rebranding Kentucky?
Does the Commonwealth’s current slogan “Unbridled Spirit” best describe Kentucky? Sure, it’s clever (Unbridled Spirit = horse + bourbon), but does it make you want to visit? Would you wear it on a shirt? Will it ever be big in Japan?
Google “Unbridled Spirit”, and the first result is for horseback riding lessons in San Antonio, Texas. That’s no bueno.
So, in 2004, why did the Commonwealth use half a million of your hard-earned tax dollars to develop the “Unbridled Spirit” brand for Kentucky?
Kentucky for Kentucky has been tasked with developing a viable brand and tagline for the great Commonwealth of Kentucky. Our goals are simple: increase tourism, attract new business, foster pride, diminish stereotypes, unify the Commonwealth, and distinguish Kentucky from any other place on the planet.
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