Let’s take a step back and consider two well-known and two of the few consistently profitable airlines – RyanAir and Singapore Airlines. If you have flown with these two carriers you'll be struck at how the same product (in this case getting you safely from point A to point B) can be so hugely different. Whilst a loyal Singapore Airline traveler would be disgusted at everything they experienced with RyanAir, from the cramped seating, the long walks and the abrupt service, your hardy RyanAir traveler would be equally appalled at the price of a Singapore fare and the pretentiousness of the brand. Singapore fits in nicely with all our common sense. But what of RyanAir? How can we reconcile these facts?
This should generate some thought and is sufficient for the moment, now we can cover the world of brand and emotional connections.