Arguably one of the boldest brand extensions in history, and not just because planes cost a lot of money. In expanding his 12-year-old Virgin Records empire to air travel in 1984, music retailer Richard Branson showed that style, attitude and vibe were as crucial and defining to a brand as anything else. He also showed that style, attitude and vibe are very helpful if you want to end up one of the richest men on the planet. Which is why I’m not betting against his Virgin Money!
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