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MGM Resorts International

BUSINESS CHALLENGE:

Since 2006, WANT has been a brand strategy and naming partner to MGM.

In 2009, 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 positioning, 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), China, and the Middle East.

BRAND DELIVERABLES CREATED BY WANT LLC:

  • 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

DISCLAIMER:

All brand names noted here are the property of MGM Resorts. WANT makes no claim to ownership of these trademarks.

 

Services

  • B2C
  • Brand Strategy
  • Brand Naming

East
New York, NY
j.bell@wantbranding.com

South
Miami, FL
julia@wantbranding.com

West
Oakland, CA
john@wantbranding.com

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