Commerce Secretary Sharon Decker is looking at some different ways to improve the state's brand.
She plans to involve the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill in an initiative to engage MBA programs across the state in an effort to do research around branding and come up with ideas.
"It is going to be kind of a shark tank effort to try to help us to some of the early research around branding and also come up with some of the early ideas around the branding initiative,'' Decker said.
Decker said that when she began interviewing marketing firms, she realized she was talking to a lot of middle-aged people, and not enough to younger people who were going to shape North Carolina's future.
She said she has some specific ideas about what will and will not work for North Carolina.
"I think targeted marketing is more effective than broad-based branding,'' Decker said.