[A much shorter version of this piece appeared in HT Brunch, Mumbai, April 8, 2012.]

Suave as Danny Ocean. Wild as the boys of Hangover. Seductively heartless as Ace Rothstein in Casino.
There may be better gambling holes around the world. Debauchery may be more debauched elsewhere. But, make no mistake there is only one “Sin City”.
And sin sells.
No matter what your opinions about Vegas, there is one thing you just have to admire—–the way it has used popular culture, from Elvis and Sinatra to Clooney and Copperfield, to create a mystique around itself.
Brand managers, watch and learn.



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