What Virgin can teach us about brand personality
When I was 16 I read Richard Bransons book, losing my virginity. At the time I found myself disillusioned with school, its rote learning and predictable structure. I also believed I could do better than the consistently inconsistent grades I was getting at school. I was adventurous and a little rebellious and after discovering someone could have these qualities and succeed outside the traditional educational pathway was inspiring to say the least.
What Branson did was take his own authentic, fun and independent personality and infuse it into his brand, Virgin. Clearly I am not the only one who warmed to Branson and the Virgin brand. They stand for something and the way they stuck it to the arrogant but dominant, British Airways, appealed to my anti establishment values. So an authentic brand personality is essential and Virgin do it as good as any brand.
So thanks to Richard and Virgin for challenging the status quo and inspiring others to do the same.
At Brandjams we work with businesses to uncover their authentic brand personality.