In 2009, in the midst of the great recession, and having emerged from near bankruptcy, MGM-Mirage was seeking to rebrand to better appeal to consumers and re-energize its 60,000 employees. MGM wanted to create a clearer brand position, a new brand name, and a stronger go-to-market brand strategy for its portfolio of 30 properties. Its goal was to create new ways to entice visitors to Las Vegas – particularly non-gaming travelers. MGM also wanted to build a better, more inclusive rewards program and expand its brand in the US (MGM Detroit, MGM National Harbor) and in China and the Middle East.
- Brand naming: MGM-Resorts
- Brand research, strategy, architecture & positioning: MGM-Resorts
- Brand research, strategy, architecture & positioning: MLife
- Brand strategy, architecture, & naming: Mirala, Abu Dhabi
- Brand naming: Aria Resort & Casino
- Brand strategy, positioning and naming: Wet Republic outdoor nightclub
- Brand strategy & naming: MX Hotels
- Brand strategy & naming: Park MGM
- Brand strategy: Bellagio brand extension
From 2009 to 2018 MGM’s revenues grew from $6B to $12.9B. Over the same period, Its stock price went from $3 to $32.
Forbes Magazine award: America’s Best Large Employer #18 (out of 500)