I got a terrific chance to see my trainer deal with this very thing on Friday! My lesson horse has ATTITUDE. "Respect" is a word he needs to use a foreign-language dictionary to understand. He's not a kicky horse - that was extremely naughty of Prince, too - but it comes from the same place: horse thinking he's on top of the Power Pyramid.
This came up in the context of catching the horse in his paddock to get haltered up and ready for work. He took one look at her and decided to play the You Can't Catch Me Game. Her solution to this (and she explained it all while she was doing it, b/c any day now, I have to start catching him for myself) was this:
Every time he turned his face away from her, she made him run away from her. If she wasn't close, she let the halter/rope whizz out of her hand toward his butt. If she was fairly close, she'd hold onto the halter/rope, and flash it around dramatically toward his butt. Either way, he'd wind up jumping up in the air and rocketing away from her.
She'd follow him at a walk, and wait for him to stop and see what he'd do. If he turned his head away, it was more action with the rope.
I don't think she actually touched him with the rope - it seemed to be enough to just make it move a lot in the general direction of his butt.
Eventually, he got tired of this and stood still, faced her, and chewed on his lip. She said this was his sign that he'd decided it was a better idea to just go along with the halter.
She said the point was to make it easier for the horse to do the Right Thing than to keep doing the Wrong Thing. It was pretty exciting to be in the paddock while this was going on, I will say that!
I saw a video of Julie Goodnight schooling someone who was having problem longeing her horse - the horse wouldn't go in the desired direction and kept turning its head the wrong way. Julie had a flappy plastic flag on a stick that she used in the same way my trainer used the halter and line. Here's the clip, in case you are interested in trying this. (It starts out with a bunch of stuff about the rope halter - you see the flag come into action around 1:50).