In the modern world of business, Richard Branson stands alone. In an era dominated by strategists, he is an opportunist. His company, Virgin Group, is unique. Never before has a single brand been so successfully deployed accross such a diverse range of goods and services. The distinctive red and white Virgin logo, it seems, is as elastic as Mates condoms – just one of the many products it promotes. Branson is the ultimate brand-builder. How does he do it?
Book Details:
- Author: Des Dearlove
- ISBN: 9780470469750
- Year Published: 2001
- Pages: 192
- BISAC: BUS077000, BUSINESS & ECONOMICS/Corporate & Business History
About the Book and Topic:
In the modern world of business, Richard Branson stands alone. In an era dominated by strategists, he is an opportunist. His company, Virgin Group, is unique. Never before has a single brand been so successfully deployed accross such a diverse range of goods and services. The distinctive red and white Virgin logo, it seems, is as elastic as Mates condoms – just one of the many products it promotes. Branson is the ultimate brand-builder. How does he do it?
New edition of worldwide bestseller Branson remains one of the world’s most admired entrepreneurs Reveals the secrets behind Branson’s latest deals and schemes – up-to-date to August 2001!
About the Author
Des Dearlove is co-founder of the media content, concepts, and consulting firm, Suntop Media. He writes regularly for the London Times, the American Management Review, and Human Resources. He is the author of a number of books on management best practice, including The Ultimate Book of Business Thinking and Business the Richard Branson Way.