RE: UKNM: Jungle Bailout?

[James Westlake]

It's argued that CEO's account for up to 70% of the brand image - hence when

Branson went ballooning and was not looking like a certain survivor, he was

withdrawn as the face of Virgin in many markets.


But the Virgin brand has now become a commodity, which though linked to

Branson, certainly isn't perceived as being personally run by him. As per

Stelios and Easy Everything... He sits on the board of each of his

companies, but doesn't involve in the every day running of the companies.

They're figureheads - akin to Prime Ministers responsible for vision &

strat.


-----Original Message-----

From: Michael Reidy [

michaelbespoke [dot] co [dot] uk (mailto:michaelbespoke [dot] co [dot] uk)

]

Sent: 05 September 2000 16:56

To:

uknmchinwag [dot] com

Subject: RE: UKNM: Jungle Bailout?



Not much to disagree with there, Stewart.


One question: What value does the Virgin brand have without Richard Branson?

There are those who would argue that he is the brand!


Virgin is the ultimate example of successful brand extension.


MR



Michael Reidy

Marketing Director & Online Media

Bespoke Publications Ltd

7 Eastgate

Banstead

Surrey SM7 1RN

England

T. + 44 (0)1737 215200

F. + 44 (0) 1737 356433



		-----Original Message-----

		From:	Stewart Dean [

SDeanScient [dot] com (mailto:SDeanScient [dot] com)

]

		Sent:	Tuesday, September 05, 2000 4:46 PM

		To:

uknmchinwag [dot] com

		Subject:	RE: UKNM: Jungle Bailout?


		> Michael Reidy doth spak.

		>

		> Are people actually starting to realize that only products


		> have value and

		> not brands?

		>


		You ain't from around these part are you? How much reality

infringes on the

		marketing dream is arbitary in many cases. Pick up Wired and

it's full of

		companies who think their brand hold the same communication

value as

		McDonalds.


		You're right - but the measure of a brand is how many

products it can shift

		- especailly those with a amazingly high mark up (like Nike

for example).


		I doubt you'd say the virgin brand was worthless for

example. Brand

		unfortunatly does have a high value for many - simply as it

give a point of

		reference in a chaotic product ladened world. I think

Radiohead have the

		right idea (see this months Q).


		Cheers



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