Branding a place may be the most difficult assignment a marketer ever gets. Unlike a product, a place is unpredictable, messy and it resists quality control.

But our guests today have taken the plunge, tackling place branding for two states on either side of the country.

Dan Wieden is founder ofÊWeiden + Kennedy, and his firm is creating a new brand for Oregon. Dan has helped create some of the world's most successful brands, including Nike.

Wieden + Kennedy is one ad agency that has been "hot" for 22 years. Its contemporary warehouse headquarters in Portlands Pearl District regularly houses local artists-in-residence and now a "finishing school" for young creatives who want a career in advertising.

Last year Wieden + Kennedy had $873 million in media billings for clients that include Coca-Cola, America Online, Miller Brewing, ESPN, Avon, and the agency's flagship client, Nike.

Saul Kaplan is one of the movers behindÊBlue Sky, Rhode Island, a new brand for that state aimed at entrepreneurs and business decision makers. Saul is Director of Business Development for the Rhode Island Economic Development Corporation.

Saul is responsible for the corporation's business expansion, retention, and acquisition activities, as well as Small Business Services, Government Procurement and Workforce Development. Prior to his work there, Saul was a Senior Strategy Partner in Accenture's Health & Life Science practice and has worked broadly throughout the pharmaceutical, medical products, and biotechnology industry. As a Marketing Plans Manager for Eli Lilly and Company he was responsible for the launch strategy and plan for the successful introduction of Prozac into the U.S. market.

We'll talk about the challenges of branding cities and states on "Smart City."