[youtube https://www.youtube.com/watch?v=wrzuLr4Nn1c?feature=oembed&w=500&h=281]

Building a brand is a massive task on the way to establishing your gambling business. Do it right, and your product almost sells itself. Do it wrong, and you’re throwing money into a bottomless pit. At ICE London, Becky Liggero Fontana caught up with Nidal Ramini to discover the secrets of branding.

But who is this Nidal Ramini? Simply put, he’s a man with a lot of experience from a very well-known brand. “I am Head of Brand Advocacy for the whole Brown-Forman portfolio, owners of the Jack Daniels brand,” he told us. “Essentially what I do is, I work with influencers in the in the trade to ensure that when you or your friends, when you go into a bar, or into a restaurant, or into a casino, and you’re asked, you know, would you like something to drink, we want to make sure that the brands being recommended is one of ours.”

The tips Ramini gave on building a ubiquitous brand are fairly simple, but not always easy to follow. “You’ve got to be authentic,” he said. “Don’t necessarily be the same as everybody else. You talk about our advertising, our advertising isn’t that groundbreaking, you know, it’s the same, it’s black and white, it’s long copy, its postcard, it’s a story. That’s what it is, and has been ever since 1955 to 2020, we haven’t changed. It’s worked for us we really well, we found a formula that works. I’m sure this is a brand new business, you know, brand new industry, its super-fast moving. Things are a bit slower in Lynchburg than they are in your in your world. But I would say, to all operators, you will find something that you feel is true to you, and you know it’s the old adage, stick the knitting.”