The “Halo Effect” is a cognitive bias in which a person’s overall impression is influenced by assumptions based on unrelated, concrete information. If a person likes one aspect of something, he is predisposed to think positively about other aspects of it, even if totally unrelated. For example, “I love iPhones. Therefore, Apple is the best company for computers.” While the Halo Effect can certainly be damaging in some areas of business, imagine if that bias could be harnessed and channeled on behalf of a brand. It can and has. Here’s how! Continue reading