the halo effect. if you can own one attribute in the mind, the prospect will give you many others
TRANSCRIPT
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The halo effect.
If you can own one attribute in the
mind, the prospect will give you many
others.
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You can’t own everything.
Full line.High quality.Great service.
Low price.
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Every company needs toresist the temptation tokeep adding productsand services.
The law of focus.
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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 international
flights.
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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 lossLast 10 years
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Southwest Airlines.
Revenues ………. $44 billion
Net income ……… $3.6 billion
Net profit margin: 8 percentLast 10 years
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Asia’s 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.
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Global brands.
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What’s a global name?
The name hasto work in English.
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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.