Branson and Branding: Five lessons from Virgin

A report from the BRITE Conference on Branding, covering a presentation from Julie Cottineau, founder of BrandTwist.

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

PHOTO CREDIT:...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands