Virgin flies high with brand extensions

At the launch of his Cola drink the boss of the Virgin Group, Richard Branson, burst into New York’s Times Square astride a Second World War tank. At the Virgin Brides wedding service launch he donned a $10,000 white silk bridal gown. When introducing his mobile phone company in Australia he flew into the press conference hanging from a helicopter promising to save Australians from their money‐grabbing mobile contractors. For this wily UK entrepreneur, publicity stunts and, for that matter, brand extensions have become a way of life.