In an effort to improve public perception (which leads to increased tourism and investment), some states might consider investing in an attractive new name.

We’ve seen numerous examples of well-established companies changing names in an attempt to reinvent their reputations. We’ve also seen an increased willingness to rename sacred grounds (e.g., ballparks) after corporate sponsors.

With American business culture continuing to trade tradition for pragmatism, I wouldn’t be surprised to see some state legislatures start considering name changes—not to honor fallen heroes, but to promote outside investment.

Consider the case of poor Wisconsin. Regardless of how many millions of dollars they pour into campaigns to promote themselves as a beautiful travel destination or a great place to do business, it always comes off sounding a bit silly. No state budget could afford the enormous campaign that would be required to change the public’s perception that the word “Wisconsin” means cheese.

One might argue that this common idea about Wisconsin being a dairy state is in itself proof that a state’s branding campaign can successfully brainwash the public, but I would contend that Wisconsin didn’t mean much before it was associated with dairy products, so it was a relatively easy campaign; and that the “cheese” brand has entered pop culture so successfully that it would be nearly impossible to change now. Branding is much easier than rebranding.

As the state struggles to convince the public that Wisconsin is really all about the biotech industry, or outdoor adventures, or progressive thought, it seems perfectly plausible that the state’s brand czar may convince the legislature that the only way to shake off their past is to rechristen the state with something contemporary and fresh.

I personally would hate to see a state change its name, because I appreciate our nation’s traditions—even when they’re not practical. However, I could definitely see this happening sometime in the next decade or so, and I wouldn’t be surprised to see it happen more than once.

Would it be wrong for a state to change its name?

What states do you think could use a fresh name?

Do you think that the benefits of renaming a state would make it worth the enormous expense?