Publisher： Emerald Group Publishing Ltd
ISSN： 0258-0543
Source： Strategic Direction, Vol.18, Iss.10, 2002-10, pp. : 21-24
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Abstract
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.
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