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Brand management

A call to action is too important to overheat

Twenty years ago as an undergraduate, I found myself being taken along to a rather strange church, run out of the front of a converted shop. The Gospel Hall was a small congregation of seven or eight people, plus a few assorted students. The preacher got up to speak and part-way through his sermon turned […]

Categories
Brand management

How to build a brand – and what a brand really is

When Virgin Mobile merged with cable operator NTL Telewest, Richard Branson ensured that something vital was done at NTL Telewest before the Virgin brand could be associated with it. The customer service was improved. Gordon McCallum, chief executive officer of Virgin Management Limited, said at the time that: “Taking on the Virgin brand is about […]