The Gonzo Way of Branding

Three weeks later, Branson traveled to New York for the first open audition call for contestants for his reality-TV show. The event took place at the Virgin Megastore in Times Square. The line outside began forming at 10 p.m. the night before for the 10 a.m. call. The event began with the sound system playing the theme song to the James Bond movie Live and Let Die as Branson descended through the store's central atrium using the same kind of jet backpack that propelled 007 in Thunderball. Branson took the stage to address the long line of would-be contestants and have his picture shot by the paparazzi. As usual, though, he seemed conspicuously stiff at public speaking. He's uncomfortable in public forums, which is odd for someone famous for his publicity extravaganzas. Branson has a natural shyness that he overcomes for the sake of promoting his brand. He's better schmoozing one-on-one, and he's at his best at parties with women around and a drink in hand. Before long, the potential contestants hijacked the media event, shouting out questions from the balcony levels. Their cheekiness and chutzpah inspired Branson to loosen up. He confessed that he'll have nothing to do with choosing the 16 initial contestants, since "if it were up to me, all 16 would be women." Someone asked whether the producers want only contestants with prior business experience. No, Branson replied: "I started out at 16 and I didn't have any experience at business," he said. "I didn't have any experience at anything, actually. That's why I called the company Virgin." The crowd loved it. Either this guy was going to get sued for sexual harassment here, or he was going to become America's newest star.

Alan Deutschman (adeutschman@fastcompany.com) covers technology for Fast Company from San Francisco.

Discussion Guide

Interested in further exploring some of the ideas and issues in this article? Consider starting a Fast Company reading group. Here are some possible conversation catalysts:

Brainstorm the business plan for a Branson-backed airline. How would you differentiate it in a struggling airline industry? Think of other Branson brands; what does the Virgin brand connote to you?