EDITORIAL

Editorial: Rebranding Arizona only goes so far

Editorial board
The Republic | azcentral.com
Marketing works. But pretty pictures and snazzy slogans can only do so much to change outside perceptions of Arizona.

Gov. Doug Ducey is embarking on a re-branding campaign. It’s the business-like thing to do.

It’s smart. Michigan saw visitor-induced spending jump by nearly half from 2009 to 2014 after launching its “Pure Michigan” ad campaign. In the midst of all that, Detroit went bankrupt.

Marketing works. It can recast a state’s image.

Arizona could certainly use help. Too many self-inflicted wounds, from SB 1070 to Maricopa County Sheriff Joe Arpaio’s antics, have made Arizona a punchline for late-night comedians. The state has lost visitors and business.

The re-branding effort is taking the right approach. As The Arizona Republic’s Ronald Hansen reported Sunday, a Scottsdale-based marketing firm is researching the state’s public perception in and outside of Arizona. Input is being accepted at promoteaz@azcommerce.com.

Marketing, though, can only go so far. The content of the can has to live up to the label. This requires a Legislature that says no to crazy ideas, and leadership that turns shortcomings into opportunities.

Arizona’s reputation for skimping on education, for instance, has cost us talent and businesses. The Phoenix Business Journal last week documented two cases of companies that chose to expand elsewhere because of concerns about Arizona’s education system.

A snazzy slogan (say, “Our Schools: You’ll Be Surprised”) can’t change that perception. It requires putting real money into the schools and getting higher achievement.

Arizona needs a better image, one befitting the wonders of our state. Ducey’s re-branding effort addresses that need. But Arizona also needs to improve the product. Don’t look to a marketing company for that; it will require leadership and better choices at the Capitol.