You Are the Las Vegas Brand

I recently went to Las Vegas on business, and it got me thinking about the brand of Vegas. It is, in the end, extremely personal. Vegas can mean a spa and massage, long days of hanging out by the pool, unmatched debauchery, whatever it is that you’re looking for.

For my family, and me it’s going to the Mandalay Bay resort rather than Las Vegas, but each to his or her own.

That’s the one thing I love about Las Vegas – it has so many permutations and associations that it’s one of the most ubiquitous brands in the world simply because it’s one of the most personal ones. Vegas is what you make it.

I think it’s necessary for people to have a place of relaxation and entertainment, and while most (if not all) of Vegas is rather contrived, the examples of world-class quality and craftsmanship are astounding. And, you do whatever you want. It’s designed for choice. Granted, it’s manufactured and controlled in its structure, especially the casinos. However, there are enough things to do that can keep you out of the casinos if you’d like.

Sociologists (and Starbucks) talk about an “other” place: not home, not work, but someplace else. While each of us has that place (the mall, the beach, the woods, the gym, etc.), the entire city of Las Vegas has been built around being That Place. That escape.

While Las Vegas gets dogged a lot for “not being for everyone,” I do think there is something about it that makes it an extremely personal “other” place. In that sense, it’s one of the most authentic brands around.

What do you think? What do you love about Las Vegas?

By Christopher Foster, VP of Marketing for Modern Postcard

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