Branding strategy for the State of Michigan shifted from a "What We Hope to Be'' focus that lost 1 million jobs between 2000-2010 to a new "What We're Best At'' focus that has helped create 400,000 new jobs since the new administration took office in January 2010.

1. Rebranding Michigan
2000-2010, “What We Hope to Be’’ focus:
1 million Jobs lost as branding strategy focused
on picking future winners including alternative
energy, life sciences, defense jobs, “Cool Cities,’’
attracting a new Film Industry.
2011-Present, “What We’re Best At’’ focus:
400,000 new Jobs created as an expanded Pure
Michigan focused on building on Michigan’s
natural and emerging strengths including
manufacturing, tech jobs, taxes geared at all
businesses rather than winners/losers.