Maine Brand Study
With a moniker like Vacationland, the state of Maine has always positioned itself as an escape from ordinary pressures. Maine sometimes has struggled, however, to convince corporations that it was also a serious place to do business, competitive with other states on taxes, regulation and business climate. Since the publication of Maine’s Economic Development Strategy in 2020-2029, the state has demonstrated a renewed emphasis in its natural assets, including farms, forests, and fisheries, as sources of innovation, entrepreneurship, and job creation. These trends inspired us to undertake the Maine Brand Study.
“The Maine brand is a product of generations of Mainers where the close small communities, rugged geography and complex heritage have inspired
a strong work ethic of creative and practical products and solutions.”
– Maine Business Leader
The concept of a state brand encapsulates the unique identity, values, and offerings of a place, and can serve as a strategic tool for attracting tourism, investment, and business. Maine, traditionally known for its picturesque landscapes and coastal beauty, has leaned into tourism-centric branding with slogans like “Vacationland” and “The Way Life Should Be.” However, the ripple effects of such branding might extend beyond just tourism. The Maine brand, rooted in these idyllic perceptions, has significant implications for businesses operating within the state, influencing how they are perceived, how they market themselves, and how they integrate the state’s identity into their operations. Furthermore, this branding plays a pivotal role in shaping the perceptions of potential employees and consumers, affecting how Maine products and companies are viewed.
Understanding the depth and breadth of this influence was the task of our research team, which sought to determine whether the Maine brand confers a competitive advantage in the marketplace. As part of this effort, we sought to understand Maine businesses and U.S. consumers might answer the following questions:
• How do you define the Maine brand?
• Does it inspire the development of products and services?
• Does it have an impact on workplace culture?
• Does it affect a firm’s economic performance?
“The Maine brand is unique for its captivating combination of rugged natural beauty, rich maritime heritage, delectable seafood cuisine (especially its famous lobster), and welcoming small-town atmosphere, all of which create a distinctive and memorable experience for visitors and residents alike.”
– U.S. Consumer
Survey Questions and Findings
Months
Maine Businesses
U.S. Consumers
Does the Maine brand influence the development of products and services? Maine businesses and U.S. consumers agree “yes.”
We asked businesses and consumers the following. Answers are based on a scale of 1-5 with 1 being “strongly disagree” and 5 being “strongly agree.”
Maine inspires the development of products and services:
Businesses: 4.01
Consumers 3.89
The Maine brand increases the appeal of products and services:
Businesses: 4.15
Consumers: 4.04
Customers are more likely to purchase products and services from a Maine company:
Businesses: 3.88
Consumers: 3.60
Products and services made in Maine are of superior quality and craftsmanship:
Consumers: 3.92
I am likely to recommend products and services made in Maine to friends and family:
Consumers: 3.91
Maine’s history with the Clean Air and Clean Water Acts of Muskie speak well to my work in renewable energy.
“Our shelves contain only Maine grown, made or created products. Hyper local product encourages our community to shop at our store because they know that the money stays here, supporting a dozen small growers, processors and artists.”
“As a boatbuilder in this state, we appreciate that across the globe, a Maine-built boat is recognized as a superior product because it was built in Maine.”
Does the Maine brand have a positive effect on the attraction and retention of a skilled workforce? Maine businesses and U.S. consumers agree “yes.”
We asked businesses and consumers the following. Answers are based on a scale of 1-5 with 1 being “strongly disagree” and 5 being “strongly agree.”
Corporate mission and values of Maine companies are consistent with the Maine brand:
Businesses: 4.37
Consumers: 3.95
The Maine brand helps to recruit skilled workers from outside the state:
Businesses: 3.15
Consumers: 3.70
Maine’s quality of life helps to retain a skilled workforce:
Businesses: 3.77
Consumers: 4.02
I am likely to recommend Maine to friends and family as a place to live and work:
Consumers: 3.77
“I moved to Maine as a young person and spent a lot of time on Maine’s beaches. I needed a new beach chair at a time that I was getting into woodworking, and I was inspired by Maine’s rich building history.”
“We leverage the lifestyle story when explaining why we aren’t based in Boston or New York.”
“Outside of the state, the Maine brand is associated with quality craftsmanship and outdoor recreation. We are seen as leaders in the outdoor industry, which helps as a stamp of approval for potential customers who are learning about us for the first time.”
Does the Maine brand have a positive effect on the economic performance of a business? Maine businesses and U.S. consumers agree “yes.”
We asked businesses and consumers the following. Answers are based on a scale of 1-5 with 1 being “strongly disagree” and 5 being “strongly agree.”
Maine companies perform better economically than if located elsewhere:
Businesses: 3.45
Consumers: 3.77
Being a Maine company provides firms with a competitive advantage:
Businesses: 3.36
Consumers: 3.51
Being a Maine company motivates firms to invest in the state:
Businesses: 4.08
Consumers: 3.72
“Our business is international focused on the power generation sector. Maine could play a role if it begins to develop an export market for wood pellet fuel. Sustainability and rule of law are critical underpinnings of the markets we work in. Maine offers both.”
“My business was founded in Massachusetts and then operated in California. Maine has been, by far, the best place to operate, run and grow a company/brand.”
Who Responded? Businesses
Industry Sector (n = 272)
27% Manufacturing
16% Professional/Scientific/Technical Services
12% Wholesale/Retail
8% Finance/Insurance/Real Estate
9% Agriculture/Forestry/Fishing/Hunting
8% Arts/Entertainment/Recreation
15% Other
What were your sales in 2022?
26% Up to $100k
24% $100,001 – $500k
16% $500,001 – $2 million
12% $2 million – $10 million
12% $10 million – $50 million
10% Over $50 million
Who Responded? Consumers
Annual Household Income
12% Less than $25k
22% $25,001 – $50k
40% $50,001 – $100k
17% $100,001 – $150k
4% $150,001 – $200k
5% Over $200k
Where do you live?
10.2% Florida
9.2% California
8.8% Texas
7.6% New York
3.7% Pennsylvania
3.5% Georgia
3.5% New Jersey
3.3% Illinois
2.7% Maryland
2.7% Washington
44.9% Other
Key Findings
Methodology
Online survey of 250 Maine business leaders from January – August 2023 promoted through public presentations, MaineBiz forum, and online ad, direct email marketing, distribution by chambers of commerce and trade associations, and follow-up phone calls.
Online survey of 500 U.S. consumers conducted on www.cloudresearch.com in May 2023.
Research Team
Caroline Paras, MA
Norm O’Reilly, MA, MBA, PhD, CPA
Erin Percival Carter, PhD
Melanie Brooks, MA
Connor Blake, MBA
Robyn Dumont, MPPM
Clare Murray, MS
