Wynn bets on name branding

October 14

Online casino enthusiasts know that a good name is important to an online casinos' reputation. Well, land casinos are definitely no exception to this rule. Wynn Resorts Ltd. is now betting the house that it can turn name appreciation into a brand identification that will draw in guests and keep them coming back for more and more.

Some marketing connoisseurs think that this can be risky, especially in the long run, but it is surely a risk Steve Wynn is willing to take.

For instance, when it was first learned that Wynn Las Vegas was to be named Le Reve, (after the Pablo Picasso painting that hangs in the casino resort's art collection), developer Steve Wynn explained that the original name was abandoned after marketing consultants said it had no public recognition.

The Wynn name was unmatchable then and the company is banking that it will be for a long time.

The Wynn name, posted atop the hotel tower and plastered on retail and guest-room products throughout the resort, is now a major draw for both casino resort guests and walk-through visitors. Heck, as I write this article, I am sitting next to a note pad on my desk that beams the Wynn name.

Items like the one on my very desk, also give Las Vegas visitors  a hint of the luxury they can enjoy if they stay at Wynn Las Vegas on their next trip.

The logo itself was the product of New York-based Slover and Co., which also counts Saks Fifth Avenue, Gucci and Coach among its clients.

When you stay at the Wynn, you will notice that everything in your room is for sale. From the Warhol reprints to the bed and more.