Word: virginal
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Dates: during 1990-1999
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...duck in the land of mad cows. He belongs in the U.S., the wellspring of genius entrepreneurs and shameless hucksters alike, which is why the flashy Times Square stunt is a perfect way for Branson to signal the next phase of his U.S. expansion. Says Ian Duffell, president of Virgin Retail Group in North America: "We've planted our flag here...
...music-and-entertainment store is a dare to U.S. competition. Four other stores are planned for New York. Along with five now operating in California, they will give Virgin 64 of these new-wave entertainment centers in 12 countries. There are plans for 30 more in the U.S. by 1999. Next week Virgin Atlantic Airways, Branson's iconoclastic transatlantic carrier, adds the lucrative Washington-London route to its expanding U.S. service. Virgin Publishing is poised to snag American book readers. In Europe, Branson is starting up a cut-price airline, Virgin Express; he's part of a group taking over...
Floating high over the Times Square store is a 40-ft. sign for Virgin Cola, a somewhat odd ad placement as the product isn't sold here. But that's going to change too. Branson's Virgin Cola company is going to take on American icons Coca-Cola and Pepsi-Cola on their home turf, beginning in July. This is a plan that most marketers would pronounce foolhardy--if only it rose to that level...
Behind that eccentric entrepreneur is a bulldog competitor and a sore loser. Virgin usually wins because Branson can do the mundane spectacularly well and because he has an almost unerring ability to connect with consumers, particularly younger ones. Those business instincts are matched by an ability to motivate people who work for him. And who wouldn't want to--Branson seems hell-bent on making sure that everybody, but everybody, is having as much...
...traditional as high tea when it comes to the most critical asset of the company: the brand. He absolutely believes in the power of brands, much the way that Procter & Gamble or Coke does. This belief is at the core of the empire, and the reason the Virgin name has been extended to businesses as different as vodka and insurance. Says he: "Consumers understand that all the values that apply to one product--good service, style, quality, value and fair dealing--apply to the others." That's why dozens of companies have put up hundreds of millions of dollars...