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

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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

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Richard Branson is now a legend. Few self-made men have ever achieved as much in this business world, as Branson has achieved with his Virgin brand. Though there is no dearth of available literature or articles about him, I think a business oriented biographical tribute had to be a wonderful read. This is what this book provides us with.
Here are the “10 Secrets” about the “Virgin King”:
1) Pick on someone bigger than you
2) Do the hippy, hippy shake
3) Haggle: everything is negotiable
4) Make work fun
5) Do right by your brand
6) Smile for the cameras
7) Don’t lead sheep, herd cats
8) Move faster than a speeding bullet
9) Size does matter
10) Never lose the common touch
After reading the book, now I feel like knowing Richard better. And not to mention that I too am fascinated by his sheer bold and honest leadership. This book reveals and gives us an idea of how Branson did what. A few minor takeaways in my opinion:
1) Living the brand
2) Creating the right impression around oneself and the brand
3) Become identified as a gutsy force
4) Very creative ideas
5) Trying out and executing a hundred ideas to get at least some very successful
6) Keep oneself in control of one’s business
7) Take very fast decisions
8) Understand other’s psychology and act on them
9) No disadvantage can’t be turned around
10) Be on the moral right side
This is an amazing book. Though the topics and dimensions were so many that at places not enough pounds have been spent on each, the book which is relatively thin (170 pages) gives a very fair idea to satisfy readers’ curiosities. It’s a quality read. Recommended.
- Rahul

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

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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.

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