Arizona has a new logo. What does it mean to brand a state?

A W. P. Carey marketing expert discusses how tourism and business impact state branding.

In this story published Sept. 10, 2024, on KJZZ:

Usually there's a a new administration, and you have a new person in charge of tourism or business development. And usually there's some new set of truths about the state, changing dynamics that the folks involved feel like it's a priority to kind of reframe how they want other people, namely tourists or business travelers to think about their state or city.

– John Pierce, professor of marketing