Piotr Jakubowski – Mind over Marketing

The Man with the Scraggly Beard
November 10, 2008, 11:44 pm
Filed under: Business, marketing, mystery, passion, richard branson, spontaneous, virgin


Richard Branson

Richard Branson - CEO in Spandex

Yes. Richard Branson.

I recently finished yet another book about the ways of this entrepreneur, adventurer, business man and family man. The first book I read was an autobiography called Losing My Virginity and I most recently finished Business The Richard Branson Waya foray into his style of work.

One thing that really caught my attention was Branson’s ability to garner extremely large amounts of publicity, without spending money. That fact goes hand in hand with the idea that you don’t necessarily have to be the leader in any one category in order to rise through the ranks and gain attention. And you sure don’t have to have a multimillion dollar budget to achieve it.

Richard Branson’s forays into the world of adventure – his attempts to cross the Atlantic in a speedboat, circumnavigate the world in a balloon and fly into space have placed him on the map. And with it, his company. There are not very many CEOs in the world as recognizable – Gates, Jobs and maybe Welch being the select few. There are certainly not very many CEOs in the world recognized for their endeavors outside the business world. Could you even imagine Bill Gates suspended in a hot air balloon, or Jack Welch trying to sail across the Atlantic? Neither could I.  

Now what effect has this had on the Virgin brand? Branson is known as the image of Virgin, and every time he goes out on one of his adventures, it is associated with the Virgin name. Instead of spending extremely large amounts of money on advertising against Coke and Pepsi in the US, he rolled out Virgin Cola by driving a tank into Times Square and firing at a Coke vending machine. For the price of renting a tank and setting up the scene, Virgin graced newspapers worldwide.


Through a well-developed P.R. strategy, taking extreme (but relatively calculated risks) and just being a die-hard child of the 60’s, Branson has single-handedly created one of the most successful and interesting conglomerates in the world.


1 Comment so far
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Have you also read Screw it, let’s do it?

Comment by Bogdan

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