The art of placemaking is more difficult than putting a man on the moon. For some people, the state of Maine is indeed "Vacationland" but for the people who live there, it's just "Maine." The Pioneer Valley, which refers, with some accuracy, to the region of land flanking the Connecticut River in Massachusetts, is a place-name with as much staying power as the "Midwest." People who live there can refer to the "Valley" without generating too much confusion. A person from Oklahoma might require a short explanation as to the history and significance, but such effort needn't justify a branding campaign.