One of the biggest questions floating around Everett and all of Greater Boston right now regarding the allegations against CEO Steve Wynn is whether or not the Everett casino building will carry his signature brand name at the top when it opens in 2019 – a brand that has gone from impeccable to potentially tainted in a few days’ time.
Experts in the field of marketing and branding – something that is heavily studied and critically important in today’s business world – are closely watching this case with Wynn.
Locally, Northeastern University Assistant Professor Charn McAllister, who teaches in the Management and Organizational Development Department at Northeastern, said there are so many firsts in this case when it comes to branding.
One of the major issues with the Wynn situation is that the company is heavily tied to the man for whom some seriously negative allegations are being made. The company is tied so heavily that it in fact carries a brand name that is now associated with that negativity.
“I think Steve Wynn in many ways is the heart and soul of Wynn Resorts,” he said. “It’s a cult of personality. When people invest in Wynn, they are investing in Steve Wynn…Five or six months ago, you would expect a company to remove an individual from a position of leadership. How do you do that when the company is the person? Though these are still allegations, it’s like Weinstein in that the allegations were so horrible that the name of the business became poison. When you’re name is on the building and on everything else, at that point it puts the Board in a very difficult situation.”
That difficult situation comes from the fact that the Board for Wynn – a publicly traded company – has stated in federal filings that the loss of Wynn from their company would mean significant financial losses. Now, they are facing a decision about the loss of Wynn versus the losses from the bad name via the publicity.
“They have already stated in SEC (Securities and Exchange Commission) filings that the loss of Steve Wynn would result in major losses to the company, but at the same time you just had a 14 percent drop in your stock price because of Steve Wynn,” he said.
The branding of Wynn has been carefully guarded since the company arrived in Everett. From the local office to the Las Vegas office, the company has been very careful since day one to remain on brand and on message in all communications and imagery. That’s because they have spent decades building the name ‘Wynn’ into an image and vision of luxury and something fun and clean.
The allegations against Wynn now, which he fully denies, are anything but clean and fun. Regardless of their validity or not – or the circumstances of them surfacing – McAllister said today’s court of public opinion is very harsh on a brand.
He said some of the things he will be watching as the investigation moves forward is whether the company has a hard time recruiting new employees as they ramp up for the 2019 opening due to the public perception of the brand.
“The brand integrity is going to be downgraded substantially,” he said. “Recruiting for the company will be harder likely because the new potential candidates may not be so eager to work for the company. It’s not that they are afraid so much of getting assaulted, but the image of the company. Do you want to go home and tell your parents or friends that you work for this brand that is now associated with such bad things?”
McAllister said other things he is watching is how the allegations might be interpreted internationally, since Wynn has locations in Asia as well.
He also said he believes more companies might re-think making their brand the name of a company leader or founder. He said, for example, that everyone knows Jeff Bezos is the leader of Amazon, but the company doesn’t bear his name.
More than anything, McAllister said the unprecedented part of the situation will be whether public perception forces the brand to change. That, of course, is a question that nearly all of Everett is wondering as well.