Well, here are the key bits: > Branding experts are forever telling us that this scenario simply isn’t possible; eventually a negative popular image will crush

Well, here are the key bits: > Branding experts are forever telling us that this scenario simply isn’t possible; eventually a negative popular image will crush your business. If that’s the case, how do we explain Spirit? > Sure, there were lots of complaints, but Spirit consistently delivered on its low-cost promise, and that’s why customers kept coming. “Businesses that look at what people say,” he argues, “don’t do as well as businesses that look at what people actually do.” As for why Spirit is an easy punch-line, I think a lot of it is the name. There’s not much to go on with American Airlines, Delta, Southwest, United, etc., but Spirit sets up such a contrast between the name (noble, eternal, incorporeal!) and the experience (no-frills, optimized for cost, and extremely corporeal!). It’s nice irony.