Virgin USA – A 21st century approach to brand development
Julie PetersVirgin USA, United States
Melanie ApplebyNunwood, United States
Sue LaRueMullen, 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...