Childrens Corner

Richard Branson has turned himself into a walking, talking logo. Where McDonald’s has Ronald McDonald, a six foot, ginger- haired clown, and Disney has Mickey Mouse; Virgin has its goofy chairman. Every time his picture appears in a newspaper or magazine, it promotes the Virgin brand.

This is entirely deliberate, and probably one of the most effective promotional strategies ever employed by a company. Therisk to the reputation of the brand, of course, is correspondingly high should Branson’s personal image become tarnished. To date, however, it has proved highly successful, enabling him to build the Virgin brand on a shoestring advertising budget.

? Understand what the media want, and give it to them
? think in pictures
? stand up and be counted
? remember, philanthropy and stamp collecting are two different things
? know when to duck.

Taken From: Business The Richard Branson Way
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