Business the Richard Branson Way: 10 Secrets of the World's Greatest Brand Builder

Front Cover
John Wiley & Sons, Mar 13, 2007 - Business & Economics - 188 pages
In many ways, Richard Branson and his company the Virgin Group are unique. In an era dominated by strategists, Branson is an opportunist with an uncanny knack of sniffing out great deals where others hesitate or fear to tread. Never before has a single brand been so successfully deployed across such a diverse range of goods and services. Branson is the ultimate brand builder.

So how does he do it? Now bought completely up to date for this new edition, Business the Richard Branson Way, not only reveals the secrets of Branson's remarkable success but also draws out the universal lessons and identifies strategies that can be applied to any business or career. From picking on someone bigger than you to moving faster than a speeding bullet, and from making work fun to keeping the common touch, you have in your hands the secrets of phenomenal success.


  • Richard Branson Revisited
  • The Life and Times of Richard Branson
  • One Pick on Someone Bigger Than You
  • Two Do the Hippy, Hippy Shake
  • Three Haggle - Everything's Negotiable
  • Four Make Work Fun
  • Five Do Right By Your Brand
  • Six Smile for the Cameras
  • Seven Don't Lead Sheep, Herd Cats
  • Eight Faster than a Speeding Bullet
  • Nine Size Does Matter
  • Ten Never Lose the Common Touch
  • How to Build a Brand the Branson Way
  • Last Word

What people are saying - Write a review

LibraryThing Review

User Review  - Steve55 - LibraryThing

This is an easy read, taking little more than a couple of hours. It carries the subtitle ’10 Secrets of the World’s Greatest Brand-Builder’.which offers the promise of answers to those who seek them ... Read full review

Business the Richard Branson way: 10 secrets of the world's greatest brand builder

User Review  - Not Available - Book Verdict

Is there anything new to say about the four high-profile corporate executives featured in this series? The work of Dearlove and Crainer, two British business writers, suggests that there is not. Their ... Read full review

Selected pages


The Life and Times of Richard Branson
One Pick on Someone Bigger Than You
Two Do the Hippy Hippy Shake
Three Haggle Everythings Negotiable
Four Make Work Fun
Five Do Right by Your Brand
Six Smile for the Cameras
Seven Dont Lead Sheep Herd Cats
Eight Move Faster Than a Speeding Bullet
Nine Size Does Matter
Ten Never Lose the Common Touch
How to Build a Brand the Branson Way
Last Word

Other editions - View all

Common terms and phrases

About the author (2007)

Des Dearlove is co founder of the media content, concepts and consulting firm Suntop Media. He writes on business issues for magazines and newspapers throughout the world, including The Times, American Management Review and is a contributing editor to the US magazine Strategy+Business. Suntop Media’s Thought Leader Interview series is syndicated to publications in more than 25 countries.
Des is an author or co-author of numerous books. They include Generation Entrepreneur (shortlisted for the WH Smith Book Prize), Gravy Training, and Firestarters! Des is an editor of the bestselling Financial Times Handbook of Management, now in its the third edition.

Bibliographic information