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The Elastic Brand: Virgin Expands in Every Direction

Tuesday, August 10, 2010

Business strategists who analyze Sir Richard Branson's methodology for opening new businesses might think it consists of "Throw it against the wall and see what sticks." They might be right. Branson, the iconoclastic founder of Virgin, a name that represents almost anything you can imagine these days, continues to confound business media, impress investors, and delight consumers with one unusually innovative, breakthrough idea after another. In addition to launching a new media brand, the aptly-named Maverick, exclusively for the iPad, Branson and Co. have been busy on the branding front across a staggering 360-plus companies. Virgin, as ever, is spreading its wings with some novel brand exercises.

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