Virgin USA – A 21st century approach to brand development

Julie Peters
Virgin USA, United States

Melanie Appleby
Nunwood, United States

Sue LaRue
Mullen, United States

OVERVIEW

A business has to be involving, it has to be fun, and it has to exercise your creative instincts.” Richard Branson

As a leading global brand, Virgin has created more than 200 companies in 29 different countries. Virgin brands are independent businesses, empowered to run themselves but united by Virgin's brand values of being fun, innovative, challenging and offering great service and value for the customer. The lack of management layers and bureaucracy creates an optimum 'start up' atmosphere backed up by the support of a wider 'family' of brands operating as a community to support and challenge each other.