Childrens Corner

One of the most frequently asked questions about Virgin is how far the brand can stretch. Some commentators believe that, by putting the Virgin name on such a wide range of products and services, Branson risks seriously diluting the brand. His answer to this criticism is that as long as the brand’s integrity is not compromised, then it is infi nitely elastic.

Lessons from Branson, the brand master are:
? a good brand travels
? brand elasticity is infi nite
? love honor and cherish your brand
? rules are for breaking
? be cheeky.

Virgin’s fi ve brand values are:
? value for money
? quality
? fun/cheek
? innovation
? challenge.

Taken From: Business The Richard Branson Way
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