"Virgin" Boss's Business Show

Richard Branson is the British Virgin Group (Virgin Group, Virgin translation should be virgin). Chairman It is also the most legendary billionaire in the world. Virgin Group has become a world-renowned company under his leadership. It is also the largest private enterprise in the UK. It has 224 industries, ranging from entertainment to telecommunications, from wedding dresses and cosmetics to aviation and railways, with a total assets of over $7 billion, and Branson's assets of about $2 billion 600 million. wealth Top sixth.

Richard Branson is known as "the old business naughty boy". He did something amazing. He once ran naked to publicize the company's products, flew around the earth in a hot air balloon, flew his plane into Baghdad during the Gulf War, rescued the hostages, and drove an amphibious sports car across the English channel to break the world record. Several times, Branson was killed in his madness, but he always enjoyed it.

When brandson was young, his mother often intended to create many challenges for him, hoping to cultivate his independence spirit. When brandson was only 4 years old, his mother drove him home and suddenly stopped a few kilometers away from home, asking little Branson to walk home on his own.

In 1968, brandson, 17, took 4 pounds from his mother, and started a student for young people in a semi basement with a friend. Magazine Let Branson first try the joy of success. In 1970, the British government abolished the agreement to protect the retail price of records, but no store was willing to discount it. Branson saw huge business opportunities. He sent cheap advertising records to his students by sponsoring mail advertising, and the sales were very good, so Branson earned the first barrel of gold.

The more the records sold, the more Branson opened a chain of virgin music stores in the UK in 1972, and set up a recording studio. In the 10 years since then, virgin album has become an important brand in the entertainment industry in Britain.

In 1984, Branson set up "virgin the Atlantic airline" and set foot in the field of air transport. For this reason, he did not hesitate to take a hit with the British aviation industry. Now, Virgin Atlantic has become the second largest long-distance airline in the UK. Taking Virgin Atlantic means choosing the best service.

In 1994, Branson also founded "Virgin Cola company". At present, Virgin Cola sells more than Pepsi Cola in Europe. In 1996, virgin railway was set up, and it was ambitious to turn it into the best service company in Europe. In 1999, it announced the establishment of virgin Telecom and is committed to making it a global Cell Phone Corps. For decades, Branson's virgin Empire has been expanding its territory. From catering, tourism to finance, telecommunications, from broadcasting, publishing to railway transportation, it has been able to gain a foothold in the industry and grow and create a miracle of diversification.

Branson's greatest hobby is adventure. When every Virgin brand extends, Branson will go all out to make a unique show. He once wore a pair of triangular shorts and the heroine of the American soap opera "beach guard" in the advertisement. He also used the slogan "WYSIWYG" with 20 almost naked models to promote sales of virgin mobile phones in the streets of London. When Virgin Cola entered the American market, he bought a full page ad of the New York Times, declared war on Coca-Cola and Pepsi's CEO, and had a "writhing" game, and who lost who was going to withdraw from the US market. He ran a tank across Fifth Avenue in New York, raged a white elephant to Parliament in India, and ran naked along the beach of the English Channel. It is through this series of insanity and "nonsensical" behavior that Branson greatly enhanced the popularity of virgin, and gave "virgin" innovation, challenging the traditional brand personality, attracting a large number of psychological pursuit of free, open and rebellious loyal customers.

Although he often encountered ridicule, sarcasm, and accusation, Richard Branson was still wearing his dirty, sloppy sweater and his smiling face appeared on the front page of the times. {page_break}

People are often confused by Branson's gimmicks and forget the business logic hidden behind them. Branson likened virgin to "dog that grabs food after big business", that is, virgin is a market supplement. Where there are unreasonable profits, where there are dissatisfied customers, virgin appears. People are more and more fond of Branson and Virgin brand. In Britain, virgin's brand recognition rate has reached an astonishing 96%. In a poll conducted by BBC in 2001, Branson surpassed Jesus and was rated as the most inspiring figure second.

The author believes that on the surface, virgin's products are very diversified, but it is only aimed at a certain type of customers, that is, the psychological pursuit of free, open and rebellious customers. Branson's adventurous and independent personality is the best brand interpretation. Thus, virgin's brand strategy is truly "scattered and scattered."