MADISON, Wis. (AP) – America’s Dairyland wants you to know it’s not just full of cheeseheads – and it’s taking the mission seriously.

Lawmakers and the Department of Tourism are trying to come up with a new “brand” to explain why the state is a good place to visit and do business.

“We are the Green Bay Packers. We are a great agricultural state. We are America’s Dairyland,” said Rep. Steve Wieckert of Appleton. “But we are more than that.”

Said Linda Gorchels, a marketing expert: “There are certain stereotypes that people have about Wisconsin, and it’s very, very difficult to change those stereotypes. Nothing is going to happen very quickly.”

Past slogans used in advertising campaigns have included “Wisconsin, life’s so good.” The state quarter includes a cow, a piece of cheese and corn. A state program allows companies to market under the slogan “Something Special From Wisconsin.”

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