Ah, Las Vegas.
The perfect city to love—or to love to hate.
Which makes it an absolutely brilliant brand.
You can channel yourself a little Vegas-style sizzle by adopting three of their universal brand truths:
1. You evolve, while remaining true to your core brand. You offer a $100 steak within a stone’s throw of a smoky casino. You put Celine Dion across the street from a peep show. And offer $30 cocktails next to a kiosk with bottomless daiquiris in a string-around-your-neck-so-you-don’t-spill-any glass.
2. You allow a little wiggle room for those who “buy” you to make it their own experience. You appeal to the hard core gambler by designing packages that make him feel like a high roller. You attract foodies by chatting up the celebrity chef experience. And you get the bachelor party crowd with club deals and pool parties.
3. You never water down your message. Vegas puts its “Sin City” reputation in your face (and has the slogan to prove it). They aren’t worried about the millions they offend, but the millions who revel in all that is Vegas. They know who they are.
Luckily, you don’t need Vegas glitz and glamour—just some good old-fashioned authenticity and the confidence to own it.