If you’re a branding nerd like me, Las Vegas is almost too much. Every brand – from hotels to restaurants to products – are trying their hardest to break through the static and make their mark. And, believe me, there’s a lot of static. Just look at this shot of a small section of the strip, and tell me how many brand messages you see:
Makes your head swim, eh? When a brand message stands out in this town, it has to be darn good. During my last Vegas trip, I saw a number of good brands – but one really took the cake. That brand is the Cosmopolitan.
I must admit, when I first heard of the Cosmopolitan opening, I didn’t think it would work. It seemed like a late-comer to the game – Vegas already has luxury hotels (Bellagio, the Wynn, etc.) – where would the Cosmopolitan fit? What would their niche be within this already crowded, narrow segment?
The key to “the Cosmo’s” success is two-fold:
1.) Positioning: the precise manner in which the Cosmopolitan positions itself to its target audience is impressive. The Cosmopolitan isn’t just a luxury hotel and casino. It’s a luxury hotel and casino that’s custom-fit to the very young and very hip (and those who want to be around them). They’ve carved out a very specific niche, and it actually works. The balance is great – it’s fine dining plus club music, high-dollar sushi plus shots. The Cosmopolitan offers that balance between elegance and an out of control party. Their brilliant tagline reflects that balance perfectly – “The Cosmopolitan – just the right amount of wrong”.
2.) Consistency – Everywhere you go in Vegas – in everything you read, in most of the signs you see – the Cosmo has left its mark. Their ads and promotions consistently reflect their brand position. From their website –
…to the stunning design of the hotel itself, including the 3-story “Chandelier Bar” –
Consistency of message and precise positioning earn the Cosmopolitan my pick as the “best Vegas brand” I saw this year. Well played, Cosmo, well played!