HALO EFFECT: WHY GREAT BRANDS ARE BUILT IN DETAILS

Summary from the TLDR Marketing newsletter

The Halo Effect is when a customer’s positive experience with one aspect of a company gives them a favorable opinion of the brand as a whole. For example, Ritz-Carlton gives any employee the authority (and the budget) to solve a customer problem, which in one case caused a guest to take his business conference to its hotels. Brands can achieve this by chasing excellence in every detail of the customer’s experience. On the other hand, having a wide range of products or services risks the Horn Effect, which is the opposite of the Halo Effect.