1. Pillars of Brand Marketing

2. Welcome to My World

3. In the beginning…

7. “God is in the details” – Mies van der Rohe

8. “You make the promise. You keep the promise.” – Steve Wynn

9. Sometimes, you sweat the details.

12. Presentation IS everything!

13. 5 Pillars for Building Brand Loyalty and Retention

14. Jules Rules

15. 5 PILLARS FOR BUILDING BRAND LOYALTY AND RETENTION 3 1 2 4 5

16. 5 PILLARS FOR BUILDING BRAND LOYALTY AND RETENTION 1 3 2 4 5 1

17. JULES RULES 1 Know Your Audience EXAMPLE The Casino Gamer

18. Sin City

20. THEO BOOMER THEO PATRONS Most Casinos in America

21. KABOOM!

22. 5 PILLARS FOR BUILDING BRAND LOYALTY AND RETENTION 1 2 3 4 5 1 2

23. JULES RULES 2 Brand Loyalty is Built From the Bottom Up The Iceberg

24. NAME LOGO BRAND IDENTITY PACKAGING PRODUCTS AND SERVICES The Visual Brand... ANATOMY OF A BRAND

25. NAME LOGO BRAND IDENTITY PACKAGING PRODUCTS AND SERVICES The Visual Brand... BRAND VALUES MANAGEMENT STRUCTURE INVESTOR RELATIONS MARKETING STRATEGY CUSTOMER RELATIONS LOYALTY CLUB PROGRAM KNOWLEDGE MANAGEMENT DATABASE / CRM MANAGEMENT TECHNOLOGY / TRACKING RESEARCH GUEST SATISFACTION SURVEYS PLAYER DEVELOPMENT PROGRAMS DISTRIBUTION The Experiential Brand. . . STAFF MOTIVATION RECRUITMENT PROGRAMS STAFF OPNION SURVEYS 360 HUMAN RESOURCES BOH ENVIRONMENTS

26. 5 PILLARS FOR BUILDING BRAND LOYALTY AND RETENTION 1 2 3 4 5 1 2

27. JULES RULES 3 You Must Operationalize the Brand EXAMPLE Apple

43. 5 PILLARS FOR BUILDING BRAND LOYALTY AND RETENTION 1 4 2 3 5 1 2

44. JULES RULES 4 True “Brand” Programs Share DNA EXAMPLE Lady Luck Casino

46. NAME LOGO BRAND IDENTITY PACKAGING BRAND IDENTIFIERS Visual Brand... IOC MANAGEMENT/PROGRAMS MANAGEMENT STRUCTURE INVESTOR RELATIONS FREE CASH FLOW SEE. SAY. SMILE. CLEAN SAFE FRIENDLY FUN ENTERTAINMENT MARKETING PROGRAMS LOYALTY CLUB PROGRAM DATABASE / CRM MANAGEMENT TECHNOLOGY / TRACKING PLAYER DEVELOPMENT PROGRAMS MARKETING BY SEGMENT STRATEGIC COMMUNICATION RESEARCH BOH INITIATIVES Experiential Brand... EASY Promotions Service Technology Parking Hotel Check-in VALUE Food Offers/Club Hotel Games FUN Celebratory Atmosphere Entertainment Employee Interaction Games Visual Surroundings COMFORTABLE Gaming Floor Hotel Food Environment/Decor Employee Interaction

57. 5 PILLARS FOR BUILDING BRAND LOYALTY AND RETENTION 1 4 2 3 5 1 2

58. JULES RULES 5 Make Your Brand Iconic EXAMPLE Absolut Vodka

72. Brand Loyalty Is Built From The Bottom Up

73. Operationalize Your Brand

74. True “Brand” Programs Share Brand DNA