More Branson on Marketing and Branding
With Branson's goal of turning Virgin into "the most respected brand in the world," he has come a long way on the path to turning that into a reality; at least in the majority of markets his company serves. He is listed in the book "Lasting Leadership" as one of the 25 most influential business leaders of the past 25 years.
The key to all of it is his consummate skill at building the brand, one of the main factors in his longevity as a business. Notice I said "his longevity as a business."
Another secret that is part of the Branson and Virgin mystique, is that what Branson represents on his visible romps around the world, are what the company actually is, as they've become essentially one and the same. When you see 
Branson, you see Virgin. He says that he wouldn't want it any other way.
Branson has said: "Visibility is good, as long as you're not in the headlines for the wrong reasons."
And he's right. Whenever he performs, announces or attempts some seemingly outrageous attempt at something, the press coverage he gets is extraordinary. He can announce that he's starting up some company in an obscure part of the world and the press is all over it.
Just the cost in savings from not having to administer branding campaigns on these types of annoucements, along with the coverage that makes it everywhere as a top news story, makes his skill even more important.
The reason why it works with Branson is because he's true to who he is. He doesn't just make this stuff up. He would do this whether he owned a large company or not. It's who he is. And Virgin, is who he is. That's what makes it all work.
When you interact with a Virgin company, you're getting Richard Branson. When you interact with Richard Branson, you're getting the Virgin company. They are both a reflection of one another.
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.
Sponsored link: The outsourcing every manager requires - Tampa Locksmith
Comment Preview