A brand reading
Virgin.
Outlaw The establishment’s foil.
Branson built a holding company out of one rule: enter categories the establishment had calcified, and shame them in public. From music to airlines to space, the new entrant always looks like it’s having more fun than the incumbent.
The five-layer reading.
- 01 Motivation
- Outlaw. The establishment’s foil.
- 02 Mind
- ENTP
- 03 Temperament
- Sanguine
- 04 Persuasion
- Pathos
- 05 Expression
- Expressed
Charismatic, contrarian, comfortable with provocation. The brand is what its founder is, scaled up.
Famous spot
Virgin Atlantic ‘Still Red Hot’, 2009