A regulated industry is only as strong as its three pillars: clear rules, institutional respect, and accessible communication. The first two are under pressure. The third is still fragile. With political hostility, the lure of innovative iGaming formats, and new player demographics, how does the land-based casino industry market and advocate for itself? How should the industry cut through the noise, and misinformation? How can the land-based sector make use of influencer and customer-driven marketing to drive brand-value? Taking lessons from iconic Jack Daniels, this session offers a masterclass in communication and building a narrative to win over your critics… and customers?