Apart from feeling sorry about Richard Branson’s home on his private island burning down, his friends were recalling all their fond memories of the parties, celeb romances and wild things that took place there.
From Princess Diana to Kate Winslet, everyone has stayed in this island. By the time you leave the island you will indeed know him very well because he is known to drop his pants and flash his behind when saying bye to friends. Other naughty antics include kite surfing with a naked model clinging to him!
Branson is known to be in-your face and his antics are applauded for being great marketing strategies for his brand. Not many people will have the courage to flaunt a naked model clinging to them as a publicity stunt in the corporate world, so how does Branson carry off such behaviour?
Branding expert Harish Bijoor reveals that Branson has learnt how to mix branding with pleasure. Branson’s behaviour is excused by everyone because he has the honourable cloak of branding protecting him. But Bijoor warns Indian corporates against copying Branson to the T. “Even if you are a big name, you can only function in a society which allows such behaviour. In India you can’t do that.”
Ramesh Jude Thomas, President of Equitor, a brand valuation firm says people shouldn’t mistake brazenness for a brand building tool. He says, “We tend to over simplify success. Branson brings the virginess to Virgin. All his antics display his and his company’s iconoclastic stance.” Virgin and Branson are very anti tradition and establishment. If you use Virgin mobile you get two bills. The current bill tells you how much you owe the company and the second one tells you how much more you would be paying if you were with British telecom!
Branson kite surfing with the naked woman was all about challenging established norms. Don’t imitate him if your lifestyle contradicts your company values. It’s like the president of Rolls Royce zooming around town in a Nano. Just not good for business.