Full article on economist.com
Ryanair, Europe's largest low-cost carrier, has long defied conventional wisdom when it comes to branding. Its garish yellow and blue livery–much like its loud-mouthed chief executive, Michael O’Leary–is an assault on the senses. While other airlines try to woo passengers with sophisticated marketing, Ryanair slaps them in the face with its low prices. The strategy has served it well, appealing to a majority of short-haul flyers who prize cheap fares over other frills. Since last year, however, Ryanair has changed course. Rather than relying on just one brand, it is now diversifying...
