Ries on the Halo Effect

In his "Understanding Market Psychology and the Halo Effect" article in Advertising Age, Al Ries discusses how you can market your products by focusing on one particular thing and leveraging the "halo effect".

The halo effect can manifest itself in at least two ways:

1. Customer perceptions of a single product influence their perceptions of your company or all of its products.
2. Customer perceptions of a single product benefit influence their perceptions of other benefits of the same product.

Ries cites the Apple iPod and Motorola Razr as examples.