South Dakota Rebranding Campaign: At Least We're Not Mars
That's one way to put it.
How does one go about rebranding an entire state?
South Dakota (specifically, its Governor’s Office of Economic Development) recently asked itself that question and, with the help of local agency Lawrence & Shiller, came up with an answer: you can live there. As in, it is a place containing the essential elements that human beings need to survive.
When conducting research the agency found — according to the Argus Leader — that most residents of surrounding states described South Dakota as a place that supports “the lifestyle of reading books and collecting stamps.”
In other words, boring.
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