$17 billion and growing

HOW RICHARD LOST HIS VIRGINITY His autobiography was entitled – How I Lost My Virginity, and it is a good real – even if you are left with the impression that some stories have been embellished. But, I guess, if you were not left with such an impression, it would not be an autobiography. Indeed, […]

HOW RICHARD LOST HIS VIRGINITY His autobiography was entitled – How I Lost My Virginity, and it is a good real – even if you are left with the impression that some stories have been embellished. But, I guess, if you were not left with such an impression, it would not be an autobiography. Indeed, there-in lies the problem with autobiographies – a shortage of critical analysis. That said, the Richard Branson story is an amazing one. What started in 1970 as a mail order business is today one of the world’s largest brands – a group employing more than 50,000 people. Given the diversity of Virgin, including airlines, financial services and media etc, it is clear that Virgin is above all else – a brand. Virgin is a brand that has been applied successfully to many more that 250 businesses since 1970. The brand is the constant with it…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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