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.
Contents
* 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
สารบัญ
Acknowledgments.
Richard Branson Revisited … .
The Life and Times of Richard Branson.
One: Pick on Someone Bigger Than You.
Picking on the big guys is almost an article of faith for
Virgin, but it also plays an important role in Branson’s
success.
Two: Do the Hippy, Hippy Shake.
With his informal style and non-conformist attitude, Richard
Branson has been called a ‘hippy capitalist.’
Three: Haggle: Everything’s Negotiable.
One of Richard Branson’s less well-known talents is a
razor-sharp negotiating technique.
Four: Make Work Fun.
Creating an exciting work culture is the best way to motivate
and retain good people; it also means you don’t have to pay
them as much.
Five: Do Right by Your Brand.
Look after your brand and it will last. Branson believes that as
long as the Virgin brand’s integrity is not compromised, then
it is infi nitely elastic.
Six: Smile for the Cameras.
Media attention is a great way to promote your business. Every
time Branson’s picture appears in a newspaper or magazine, it
promotes the Virgin brand.
Seven: Don’t Lead Sheep, Herd Cats.
Rather than expect people to follow blindly where he leads,
Branson relies on his ability to get the best from individuals by
creating a challenging environment.
Eight: Move Faster Than a Speeding Bullet.
Branson moves quickly when an opportunity presents itself. He
has created exceptionally short decision-making chains.
Nine: Size Does Matter.
Think big but keep it simple. Business start-ups are a Virgin
speciality.
Ten: Never Lose the Common Touch.
Richard Branson’s ultimate gift is the common touch. It is
the real secret to his enduring success – and popularity.
How to Build a Brand the Branson Way.
Last Word.
Index.
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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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