The%20halo%20effect.

1
The halo effect.
If you can own one attribute in the mind, the
prospect will give you many others.
2
You cant own everything.
Full line. High quality. Great service. Low price.
3
Every company needs toresist the temptation
tokeep adding productsand services.
The law of focus.
4
The airline industry.

• Passengers or cargo?
• Business or tourist?
• Domestic or international?
• High or low prices?
• Full service or no frills?
• First, business or coach?

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Southwest the one-fork airline.

• Business destinations only.
• Coach class service only.
• Domestic only, no internationalflights.

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Southwest flies one type.
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Delta flies 8 types.
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The five largest U.S. airlines.

• Revenues ..... 657 billion
• Net income 646 million loss
• Last 10 years

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Southwest Airlines.

• Revenues . 44 billion
• Net income 3.6 billion
• Net profit margin 8 percent
• Last 10 years

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Asias one-fork airline.
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There are no barriers to global branding. A
brand should know no borders.
The law of borders.
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The future belongs to brands.
13
Global brands.
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Whats a global name?

• The name hasto work in English.

15
A brand is not built overnight. Success is
measured in decades, not years.
The law of consistency.
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47 years of cowboys.
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35 years of safety.
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30 years of driving.
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The most importantaspect of a brandis its
singularity.
The law of singularity.
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Summary.

• 1. A brand is weakened by expansion and
  strengthened by contraction.
• 2. A brand is built by publicity and maintained
  by advertising.
• 3. A brand should strive for singularity by
  owning a word in the mind.