Mr Brand man

At the back of this thick book there is a fold-out that historically lists, up to 2020, all the Virgin Group brands for the last fifty years and it's an intriguing collection from household names like Virgin Active, Atlantic, Records and Trains to also rans like Virgin Brides, Clothing and Cola. The ten chapters expand on the branding of the Virgin name around the world, though principally in America and Europe but as chapter eight reveals the name is shared with lots of other companies. They lease the name and that includes the branding expertise that the Group  provides.

The author attributes the success (and very few failures) to Richard Branson and his creative executives thinking outside the box and giving customers something new and imaginative whether it's the passenger Cluhouse at Heathrow, beds on planes or the decor of the Virgin hotel in Chicago aimed at a corporate or wealthy clientele. The youth market is captured with, for example, Virgin radio, gyms, mobiles and finance. Part of the branding involves generous helpings of PR for the launch of any new venture, something that Branson excels at like driving a tank down New York's Fifth Avenue in 1994 for the launch of Virgin Cola.

The book has three hundred illustrations, mostly photos including a rare one of Branson minus his beard, he shaved it off and dressed up in a wedding dress for the launch of Virgin Brides. The main chapter text is printed on smaller four page sections and stuck in rather than bound into the book, there are four fold-outs and (thinking outside the box) two ribbon page markers.

I found this a worthwhile look at one of world's great brands and the creative thinking behind some remarkably diverse products.