Skip to content

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

Services

  • B2C
  • Brand Strategy
  • Brand Naming
Fastwyre
Five Below

East
New York, NY
bob@wantbranding.com

South
Miami, FL
j.bell@wantbranding.com

West
San Francisco, CA
john@wantbranding.com

Back To Top