Branson and Branding: Five lessons from Virgin
Geoffrey PrecourtWarc
Virgin Group, under the direction of British entrepreneur Richard Branson, is known for its ability to enter multiple unrelated categories – from airlines to music to mobile networks. It thrives on being a challenger brand upsetting category norms. So what can other brands learn from the group?
Attempting to answer that question at the BRITE Conference on Branding, presented by Columbia University Business School's Center on Global Brand Leadership, was Julie Cottineau, founder of BrandTwist, a recently launched marketing consultancy set up to help entrepreneurs build market presences
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