Virgin’s Richard Branson Business Advice

By Dan Lavie / August 22, 2012

As we all know, Richard Branson is highly successful. He operates according to the following credo: If you don’t enjoy it, don’t do it. You must love what you do. Be innovative: Create something different that will stand out. Your employees are your best asset. Happy employees make for happy customers. Lead by listening: Get feedback from your staff and customers on a regular basis. Be visible: Market the company and its offers by putting yourself or a senior person…

Is your brand a masterbrand, an umbrella brand, a powerbrand, or a superbrand?

By Dan Lavie / July 19, 2012

Nothing is simple when it comes to branding. Let’s have a look at the different brands an try to make some order. Let’s start with a masterbrand, aka an umbrella brand. Masterbrands are corporate brands that have a number of sub-brands underneath. For example, British Airways is a masterbrand, with its Concorde, First Class, Club World, Club Europe, and Skyflyers as sub-brands. Other examples of strong masterbrands are Coca-Cola, Unilever, and Virgin, that all have a slew of sub-brands. A…

Virgin America’s Brilliant Marketing Move

By Dan Lavie / July 14, 2012

Virgin is brilliant at marketing. Keeping up with its tradition, Virgin cooked up another clever marketing move for Virgin America. Starting August 8, Virgin America’s more than 2,000 pilots, flight attendants and other crew members will wear their new and sleek uniforms designed by Banana Republic. Virgin Airline describes the line as “utility chic”, with lots of black with red and purple accessories, sophisticated scarves, a red trench coat and a leather jacket. Several items will be on sale at…