First, the survey of consumers found that -- unlike neighboring Vermont's cows or Maine's lobsters -- there's no one icon that evokes the Granite State. (Not even a pet rock?)

Second, the respondents had relatively skimpy knowledge of the state, compared to Maine and Vermont.

Third, it wasn't just the state's lack of a clear image -- the respondents also had slight or no reaction to phrases that are designed to evoke New Hampshire. Not even "Live Free or Die."

Which raises point number four: If there's no clear perception of the state, does that mean no one really cares if New Hampshire doesn't have a broad-based tax?   

Email - Jeff Feingold
Editor, New Hampshire Business Review