I recently went to Las Vegas and if you you really want to see branding at work that is the place. I stayed at THE Hotel at Mandalay Bay, the emphasis on THE. Everything is branded around the work THE, so simple yet so effective. They target the business class with more contemporary styling and restaurants so I found the branding around the word THE to be very fitting for the type of person they are going after.
Everywhere I looked the word THE appeared: THE Store, THE Coffee Shop, THE Cafe, THE Lounge, BATHE soap, and my favorite THEtp.