Richard Branson and Marketing
There's an interesting way that Branson goes about marketing and branding his company that confounds a lot of competitors, and those that follow him don't understand.
One example is the time Branson started from New York to attempt to beat the record for crossing the Atlantic Ocean by boat in 1985. He was doing pretty good, but only around 100 miles from his destination, he ended up hitting a floating 
piece of driftwood; and as a result sank. The media ate it up.
Branson understands that in marketing, it's not the winning or losing, but it's all about your story getting out there. How many times has he done the type of attempts at things that the media loves to cover, and the result was that he didn't succeed at what he attempted, but really succeeded at what he was trying to accomplish?
It didn't matter if the actual event succeeded, that was never his goal. His goal was to create an event, not accomplish one.
His strategy of marketing and branding was to create an event that the media loved to cover. Everything else that happened with the event was secondary.
Other Richard Branson Resources:
Richard Branson's Virgin Success
Thoroughly postmodern billionaire
Richard Branson's latest adventure will take Virgin into space
Richard Branson - Life - Philanthropy - Money
Richard Branson, Business Personality
Richard Branson conquered the world. Now he wants to fly you to space.
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