BrandOutlook completed a thorough marketplace assessment that included extensive research with customers, employees, and executives. Afterward, we created a differentiated and sustainable brand position for the property based on its unparalleled variety of offerings and activities. As part of our effort, we developed a comprehensive brand architecture that became the foundation for a highly successful marketing and advertising campaign called “maximum Vegas™.”
After implementing the new brand position we proposed, MGM Grand was able to attract a new, highly desirable, and affluent customer base. The results were dramatic—the property experienced record revenue, share growth, and profit for 20 straight quarters, eclipsing all previous records of this legendary destination.