Cărți online- The Unauthorized Guide to Doing Business the Richard Branson Way: 10 Secrets of the World’s Greatest Brand Builder

Poveștile despre celebrul Sir Richard Branson cuprind faima sa de antreprenor-powerhouse în domenii de care multora le-a fost teamă. Constructor de super-branduri acesta acoperă o umbrela de nișe, pastrându-și identitatea și spiritul inovator și rebel. Capitolul de azi vine din The Unauthorized Guide to Doing Business the Richard Branson Way: 10 Secrets of the World′s Greatest Brand Builder de Des Dearlove și urmarește strategiile sale de branding.

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You don’t learn to walk by following rules. You learn by doing, and by falling over.

Richard Branson

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Richard Branson has made a career out of playing David to the other guy’s Goliath. In the past two decades, Virgin has crossed swords with some of the most powerful companies on the planet. In the 1970s, the Virgin record label went up against the music establishment, including the likes of EMI. When he set up Virgin Atlantic Airways in the 1980s, Branson took on the big airlines, going head to head with British Airways. In the 1990s, Virgin entered the soft drinks market with of all things a cola – placing it in direct competition with the giants of Coca-Cola and Pepsi Co. In financial services, Virgin Money competes with the banks and other large-scale financial institutions.

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