The halo effect. If you can own one attribute in the mind, the prospect will give you many others.

You can’t own everything. Full line. High quality. Great service. Low price.

Every company needs to resist the temptation to keep adding products and services. The law of focus.

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?

Southwest: the one-fork airline. Business destinations only. Coach class service only. Domestic only, no international flights.

Southwest flies one type.

Delta flies 8 types.

The five largest U.S. airlines. Revenues ……..... $657 billion Net income … $646 million loss Last 10 years

Southwest Airlines. Revenues ………. $44 billion Net income ………$3.6 billion Net profit margin: 8 percent Last 10 years

Asia’s one-fork airline.

There are no barriers to global branding. A brand should know no borders. The law of borders.

The future belongs to brands.

Global brands.

What’s a global name? The name has to work in English.

A brand is not built overnight. Success is measured in decades, not years. The law of consistency.

47 years of “cowboys.”

35 years of “safety.”

30 years of “driving.”

The most important aspect of a brand is its singularity. The law of singularity.

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.