I came across this article written by Richard Branson about branding, specifically applying his definition and approach of this in the operations and expansion of Virgin. I figured it would be a good starting topic for my blog. I am not entirely sure how many of you [readers] have flown with Virgin Airlines before, but for those who have not, I am encouraging you to do so. Take note, I have no vested interest in the company, aside from the fact that I have been struck by the Virgin ‘experience’. As Richard Branson points out towards the end of the article, that is what the company is all about and that is what they are marketing, the unique experience.
Virgin has developed its image to be fairly transparent and most definitely fun. This is what they stick to in their ads and promotions; focusing on the idea that they deliver high-quality service at the most reasonable price possible. More often than not, they do deliver, and that’s what keeps their clients loyal. The company is aware that they are in a fairly competitive playground where are lot of the players are in similar if not equal footing, which is why the highlight of their ads tend to be in the subtle things that they provide that others do not [in-flight chair massagers]. Also, Virgin’s ability to use the transparency of their company as a marketing tool has also given them a significant advantage in my opinion, sharing the ups and the downs and sometimes using witty advertising puts them in line with any other person. In the end though, I still believe that Virgin’s main marketing tool is their CEO, Richard Branson, he will do anything to put the Virgin brand in the minds of people, be it kite-surf in England or boat across the Atlantic; not to mention his ability to speak and use the right words in interviews when asked about Virgin is already great marketing in itself.
Virgin Airlines Interior taken from Inquistr.com
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