As I discovered in my research, however, not only did people have no idea of what “Le Rêve” meant, they also had no clue how to pronounce it. Put twenty people in a room and only about half would say it correctly. This was clearly a problem. But my market research revealed that Steve Wynn already had access to a far stronger and more widely identified word—a word that had simplicity, brevity, credibility, and relevance to Vegas patrons from across the globe: his own last name. In fact, “Steve Wynn” was so widely recognized and popular within the gaming and Vegas community that people were
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