Over the past few years, Kansas has accomplished what most places can only dream of: create a common state-wide brand used by tourism, local government, other state agencies and private businesses alike.  The brand is used in economic development initiatives, tourism campaigns, and to build pride among residents.

"As big as you think" was first launched in 2005. Like most place branding initiatives, it had its share of detractors when it was first announced and was even lampooned by residents of Lawrence, Kansas (the state's self-proclaimed hippie haven):


But two years later, the brand is still in use and appears to be gaining momentum.  Here's what I like about it:

• In creating a state-wide brand, Kansas has the opportunity to leverage the combined communications investment of many different sectors, unlike most destinations that fragment their message by using different brands for tourism, economic development, exports, immigration, etc.
  
• It builds on a truth that already exists in people's minds (Kansas is a place of wide open spaces) and turns it into a  benefit (you've got room to pursue your dreams here).
• It's broad enough to work for a wide range of government and business interests without losing its focus;
• The tagline is simple and approachable and consistent with what most people perceive as the personality of Kansas;
• They use relevant proof points to promote the brand, based on Kansas' heritage: Dwight D. Eisenhower, Buffalo Bill Cody, Melissa Etheridge, Amelia Earhart, and icons of the state's business community all make an appearance in Kansas brand materials.
• Most importantly, it's being used and used consistently by a wide range of players.

The advertising articulation of the brand is still a little spotty, but it's at least consistent with the brand, is focused on Kansas (unlike some ads in the category) and has a clear message.

Whether the brand succeeds in advancing Kansas' business objective remains to be seen.  The "big" positioning is already in use by other destinations.  But it feels right for Kansas (thanks in large part to the Wizard of Oz) and if they stick to their guns and continue to ad more dimension to the brand, they might just have something here.