An unsanctioned re-branding campaign for the state stirs up controversy and begs the question, what's a branding best practice?

Three rogue creatives, Whit Hiler, Griffin VanMeter, and Kent Carmichael, have banded together to launch a rebranding campaign for Kentucky. The three created a new agency, Kentucky For Kentucky, with simple and straightforward goals:

Increase tourism, attract new business, foster pride, diminish stereotypes, unify the commonwealth and distinguish Kentucky from any other place on the planet.

The new tagline for the campaign is also just as simple: ‘Kentucky Kicks Ass.' And although the guys behind Kentucky for Kentucky thank the Kentucky Department of Tourism in the credits of their promotional video (below), it appears the feeling isn't mutual. In response to Kentucky for Kentucky's work, Pat Stipes, the state's tourism department spokesman, stated,

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