A debriefing about Richard Branson and the Virgin brand values. Used originally for consulting. Partial information now available to the world.

1. richard branson wiki INSIGHTS
Favourite Presentation Judgement
Favourite Subject Favourite
Colour
Cognitive
Considerations
Gaia Capitalism Customers
Types of Businesses He
Would Want to Get Into
Designed By Software Used Time
Richard Branson’s favourite
presentation is Al Gore’s, ‘An
Inconvenient Truth’
Richard Branson believes common
sense and vision are more important
than vast files and reports to know if
something is a good idea.
“Virgin works hard at developing its image, from its distinctive logo, to the way in which
the businesses are presented... I truly believe that the presentations and image of one’s
business should reflect the fun as well as the hard work behind it.”
Branson is particularly fond
of history, as he quotes
ancient Egyptian sages. He
has also said, if he went back
to school, he would want to
pursue a degree in history.
His favourite
colour may
actually be blue,
because the
ocean and water
have shaped key
moments in his life.
Cognitive
considerations to
keep in mind are
Branson’s mild
case of dyslexia
and ADD.
Any new business he gets into
has to some extent deal with
the environmental aspect of the
venture. His views about climate
change have changed the way he
perceives his company’s footprint
in this world.
His customers
“are the type
of people who
are bright and
innovative.”
Branson will get involved in a new
business if thinks it will be fun, but it
also has to pay its way. He believes
the time to get into a new business
is when the genre is abysmally run
by other people, and when he feels
that Virgin can provide a significantly
better customer experience.
Al Gore’s presentation and
structure was developed
by Duarte Design.
Duarte Design used
Apple’s Keynote.
Branson makes
up his mind about
people and ideas
in sixty seconds.
BY: MICHAEL ASH
- Sir Richard Branson

2. Connecting the dots
Al Gore
Steve Jobs
Al Gore initially started his “slide show” project by contacting Apple for help. The company recommended
Duarte Design for their mastery of storytelling and a presentation software called Keynote – the very same
software Apple developed for Steve Jobs to give his presentations on. Nancy Duarte and the staff at Duarte
Design worked closely with Al Gore to humanize his story about global warming and provided a visually
rich alternative to PowerPoint, through the use of 3D transitions, embedded videos, pictures and animated
charts/graphs. Al Gore’s presentation won him rave reviews around the world because the narrative relied
less on written words and more on the delivery of the presenter. Key visuals such as Mount Kilimanjaro
and melting glaciers were there to support Al Gore’s story and not the other way around. In addition, a
humorous animation about the future was incorporated into the slideshow, bringing a little fun, into an already
heavy subject.
Richard Branson’s admiration of Steve Jobs goes as far back as 1997 when he was asked to be featured in an
Apple commercial, which paid homage to the rebels of history. Several years later, Branson witnessed Steve
Jobs turn one of his April Fools’ jokes into reality. Unofficially, Branson resents and admires Steve Jobs for
turning the iPod into a reality. In one chapter within his latest book Richard Branson quotes Steve Jobs and
reminds readers to always, ‘Think different.’
At first glance, Al Gore’s visually rich presentation may have been memorable for Richard Branson because
of how dyslexia affects the internalization of information. At second glance, it may once again be about the
way information was delivered. Al Gore learned the art of presenting from Duarte Design, while Duarte Design
learned the art of presenting from Steve Jobs (Steve Job’s Keynote speeches at public gatherings to be
more precise). Steve Jobs in turn gained a deeper understanding of story telling when he purchased Pixar
Animation Studios in 1985. This Pixar connection is not so far fetched when you consider Richard Branson
quotes Toy Story, while describing his investment into Virgin Galactic – “To infinity and beyond!”
As you’ll read in the next page, Branson prefers universal concepts that don’t need much explaining. After all,
isn’t that what memorable stories are all about? Richard Branson started his empire by dropping out of school
and focusing on his Student magazine.

3. Final insights to Consider
This Changes Everything...
Having spoken about everything so far, it is important to remember Richard Branson doesn’t care for digital
presentations. In a recent interview with Forbes Magazine Branson said he didn’t care much for PowerPoint
presentations. According to Carmine Gallo, “He prefers eye contact and conversation. Branson doesn’t
have patience for long, confusing presentations. He prefers short and simple pitches, even if they’re
written on a beer mat.” This information is essential because, it once again emphasizes the importance of
content delivery. If someone is not as exceptional in delivering a well-rehearsed speech on Keynote such as Al
Gore or Steve Jobs, then an alternative to a digital presentation should also be considered. This can also prove
to be a less nerve-racking and human way to sell an idea.
Richard Branson mentions repeatedly in his books that he receives thousands of proposals every week and there
are too many for him to look at. Instead his staff read them first and give him the best proposals. If a company
or an individual can bypass the red tape, it’s worth examining how their idea can pass the Virgin “brand test.”
Branson doesn’t mention what this “brand test” is; however, we can make a couple of educated guesses:
Virgin has been able to diversify in many directions because the core of the brand promise has always
revolved around superior customer service and people. When we analyze the collection of ventures Branson
has invested into, a pattern emerges. The Virgin Group, which most recently ranges from a health club
named, Virgin Active to a bank called Virgin Money are all part of a lifestyle. You see, at this point in
time, Virgin is no longer a private company but a “lifestyle brand,” which emphasizes being young at
heart and living for the overall experience. While Apple is considered a religion by several corporate
anthropologists, Virgin may in fact be a “way of life.”
As you can see, the founder of Virgin is a complicated individual. Learn everything you can about him in order to
understand the “buyology” of his brand. At the end of the day your idea should be simple and aligned with the “way of life”
his company advocates.
This is a Creative Commons document.
@AshIdeas // www.MichaelAsh.ca
All multi-media in this document are the property of their respective owners and are intended for the purposes of fair use, for investigative purposes.
Like A Virgin: Secrets
They Won’t Teach You at
Business School | 2012
Screw It Lets Do It: Lessons in
Life and Business | 2007
Forbes: Richard
Branson | 2012
Piers Morgan Tonight:
Richard Branson | 2011
Sources
MICHAEL ASH
helps businesses with their
branding and follows Sir
Richard Branson religiously.