As I was watching an ABC Nightline segment on Spirit Airlines, I thought that, had I been on the look for a better case of consistent branding I wouldn’t have found it. In their quest to reduce costs, they even got to the point of eliminating the receptionist in their corporate headquarters. And it doesn’t stop there. They turned off 1/3 of the lights in the building and each employee has to clean up his/her own desk or cubicle. All this effort amounts to approximately $0,20 per ticket. Consistent? No doubt about it! Relevant? Yes! Competitive? Yes! Now, in your opinion, is this Branding or Branding Mumbo Jumbo???
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