[This post on bransonblog.com was originally written for John’s stanforth.org blog.]

Fast Company has an article on the "Gonzo Branding" of Sir Richard Branson. I’ve designed a similar plan for B2B (vs his consumer approach), but the one notable area where we disagree is branding. As the article notes, he’s done a brilliant job branding a lifestyle, using the Virgin brand across all ventures (a condom brand and a modelling agency were the only exceptions, he’s noted). I prefer to grow ventures independently, with only "An XYZ Company" subtitle. That way, if your cola or your MP3 player end up with horrid reviews, you haven’t affected your airline brand. Also, when you sell off Virgin Music and then launch V2, it’s confusing that V2 no longer has the Virgin moniker and that the Virgin global brand is affected by what the new owners do with the acquired company. That said, he’s the billionaire with a 30-year record of success (and this site dedicated to his every move), so who I am to second-guess him?    

The article discusses his brilliant new marketing campaign into the US, which he obviously needs. Reminds me of a story Branson himself told in October 2002 at the West Coast Business Leadership Conference. Taking the stage to a huge audience at the Staples Center in LA (known for Laker games), Branson said he walked out of his hotel that morning and was stopped by an elderly couple asking to take a picture. He charmingly agreed, flashing that trademark Branson smile, and stood with the couple… who looked at him confused… and then handed him the camera. They apparently just wanted him to take the picture of them. "So, of course, I fired my publicist," he joked. The story was likely just a commentary on his relative obscurity in the States, but it was interesting to see that among the business crowd gathered there, Branson was the only real rock star that day. And now, the next British invasion is set to roll into the US:

We’ll soon have a lot more opportunity to see him in action. While his transatlantic carrier, Virgin Atlantic, is beloved by Yanks who fly to London, and Virgin has megastores that sell CDs and DVDs in major U.S. cities, the brand isn’t nearly as well-known here as it is abroad. Virgin didn’t even make it onto the list of the top 68 brands in America. Branson himself isn’t much of a celebrity in our minds. But that will change suddenly in November with the premiere of a reality-TV show starring Branson, tentatively titled The Billionaire. The 13-part series will be Fox’s answer to NBC’s highly rated The Apprentice with Donald Trump.

But marketing is pointless without a great message to market, and here’s where Sir Richard should really make it big. There’s a reason why so many (including myself, obviously) consider Branson an icon, and millions more would too if they knew about his amazing approach to "business his way."

The show’s premise is that Branson is the anti-Trump: He doesn’t sit behind a desk or preside over a boardroom — at Necker, his office is a hammock overlooking the sea, steps away from a billiards table and a bar. Branson never wears a suit and tie; he prefers old jeans or khakis with sports shirts. And he has really good hair. He dislikes firing people and says that he has to get others to do it for him. He’s an outspoken advocate for fun in the workplace, not fear and intimidation.

Excellent. Fast Company also has branding quotes and business quotes from Sir Richard, definitely worth reading. Best line: "The bottom line has never been a reason for doing anything. It’s much more the satisfaction of creating things that you’re proud of and making a difference."