Ryanair
I was reading all the comments about whats happening at Ryanair, MOL is a smart guy in so many ways and he is cutting costs to protect profits over the next few years, but despite his business senses, he has no clue about brand.
Airlines like Easyjet are doing alot to promote their brand, and in the long run this will be more valuable than price.
Selling the price mantra is good, but unless you can wipe out your competition on the route to exclusivity its not a good strategy.