Mainebiz Promotional Inserts

With a moniker like Vacationland, the state of Maine has always positioned itself as an escape from ordinary pressures. Maine sometimes has struggled, however, to convince corporations that it was also a serious place to do business, competitive with other states on taxes, regulation and business climate. Since the publication of Maine's Economic Development Strategy in 2020-2029, the state has demonstrated a renewed emphasis in its natural assets, including farms, forests, and fisheries, as sources of innovation, entrepreneurship, and job creation. These trends inspired us to undertake the Maine Brand Study. The concept of a state brand encapsulates the unique identity, values, and offerings of a place, and can serve as a strategic tool for attracting tourism, investment, and business. Maine, traditionally known for its picturesque landscapes and coastal beauty, has leaned into tourism-centric branding with slogans like "Vacationland" and "The Way Life Should Be." However, the ripple effects of such branding might extend beyond just tourism. The Maine brand, rooted in these idyllic perceptions, has significant implications for businesses operating within the state, influencing how they are perceived, how they market themselves, and how they integrate the state's identity into their operations. Furthermore, this branding plays a pivotal role in shaping the perceptions of potential employees and consumers, affecting how Maine products and companies are viewed. Understanding the depth and breadth of this influence was the task of our research team, which sought to determine whether the Maine brand confers a competitive advantage in the marketplace. As part of this effort, we sought to understand Maine businesses and U.S. consumers might answer the following questions: • How do you define the Maine brand? • Does it inspire the development of products and services? • Does it have an impact on workplace culture? • Does it affect a firm's economic performance? Over a period of six months in 2023, ~ 250 Maine businesses and 500 U.S. consumers responded to our collection efforts. Here's what we found. What is the Maine Brand? B u s i n ess es C o n s u m e r s Hard work ethic Quality Water Industry Opportunities Tradition Fishing Unique Cities & towns Coastline Forests Food Natural beauty People Products Place The figure above depicts how businesses and consumers differ on the Maine brand and show what they share "The Maine brand is a product of generations of Mainers where the close small communities, rugged geography and complex heritage have inspired a strong work ethic of creative and practical products and solutions." Maine business leader "The Maine brand is unique for its captivating combination of rugged natural beauty, rich maritime heritage, delectable seafood cuisine (especially its famous lobster), and welcoming small- town atmosphere, all of which create a distinctive and memorable experience for visitors and residents alike." U.S. Consumer

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