Size does matter
Another one of Branson's 10 rules for success was that size does matter. When considering this, there are a couple of things that are important to understand what that meant with Branson.
For Branson size wasn't necessarily how big a business was, but how big the vision was. For example, when he announced the Virgin Cola effort to take on Coca Cola and Pepsi, I don't really think that he envisioned that he would overtake 
companies so entrenched in success and having such a defensive positiont that is pretty much impregnable.
I think what Branson means by "size matters" is in reference to the marketing value that an announcement offers. That's the real strength that Branson has and the major reason behind his success.
His announcement about offering people the chance to fly in space is another great example of "size matters." The amount of publicity that the Virgin brand gets is extraordiary from it, whether the concept ever takes off or not. Branson's one of the best ever at creating "size matters" events that capture the imagination of people.
The shear audacity of his statements make people want to take a look at what he's doing, whether it succeeds or fails.
Like we've talked about before here, many times Branson will create a marketing campaign disguised as a business. The buzz he gets from his announcements and plans brings back a return that adds value to Virgin whether the project succeeds or not. So yes, from this way of looking at it, "size does matter."
Other Branson Sources:
Richard Branson conquered the world. Now he wants to fly you to space.
OPEN LETTER TO GEOFF DIXON FROM RICHARD BRANSON
Richard Branson's: Losing My Virginity
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