Virgin by Design

Book excerpt: A celebration of fifty years of daring innovation at the iconic Virgin brand. There is only one brand that could start as a record company and evolve into an airline, a hotel chain, and a space-flight provider—and that brand is Virgin. Because of the daring vision and marketing genius of Richard Branson, Virgin has defied categorization and broken all the rules of business while creating one of the most recognizable companies of all time. This new volume is a celebration of fifty years of bold innovation at Virgin. Lavishly illustrated, it tells the story of the creation and development of a globally respected brand. More than a retrospective, this book gets to the very heart of the Virgin brand, telling the gutsy origin story while examining why audiences and consumers adore all things Virgin. Virgin by Design is for anyone interested in corporate identity, innovation, and stories of breaking the rules. With signature Virgin flair, this book includes chapters on being playful in business, risks without recklessness, collaboration, and using business to do good. Virgin companies past and present are featured, including those that were launched and closed, such as Virgin Cola and Virgin Brides, highlighting the company’s resilience and spirit alongside its creativity and success.