Marketing the brand
- Oct 10, 2008
I'm Catherine Salway and I'm Global Brand Director for the Virgin Group. Branding is my life's work and it's quite difficult to capture what it is in just a few words but I wanted to add to what Richard has written in his post Brand - Flying the Flag.
The brand is a promise to the consumer, communicated simply in a way the consumer understands. This is why logo devices (our signature) and colours (red) work so well. But these are just cues for consumers to understand what the brand is essentially all about - an approach to business rather than anything cosmetic.
For us it's about hiring the right people, managing them in a cool way, putting customer needs at the heart of the company, creativity breeding innovation, and having a lot of fun along the way. Virgin is unique in that we have Richard as the creator of the vision, and people identify with him so well.
