Virgin's goal is to make employees happy.

explaining why the company chose the controversial word "Virgin", he said that the name "virgin" was sexy, easy to associate and unforgettable. Secondly, "virgin" means an attitude towards life: a free lifestyle, rebellion, openness, advocating freedom and extremely precious romance. When most consumers regard Virgin as synonymous with quality, value, innovation, entertainment and challenge, Virgin brand becomes "a lifelong relationship", so it will not limit its cross-industry extension.

Branson is the only spokesperson of Virgin brand. His long gray hair, eternal smile on his face and adventurous and maverick behavior are the best interpretations of Virgin brand. In Britain, Virgin's brand awareness rate has reached 96%, and 95% of them can correctly say that the founder of Virgin is Branson. This phenomenon of brand endorsement by founders was rare before, mainly in the luxury goods industry, such as Coco Chanel.

It's worth noting that Branson will personally put on a unique show every time the Virgin brand is extended. He once only wore briefs and co-produced an advertisement for Virgin Nutrilite drinks with Pamela Anderson, the heroine of the American soap opera "The Beach Guard"; He once promoted Virgin mobile phones on the streets of London with 2 almost naked models under the slogan "What you see is what you get". He drove a tank into Times Square in new york to promote the Virgin record chain to enter the United States; He flew to New Delhi and rode a white elephant to address the Indian Parliament. He once ran naked along the beach of the English Channel.

It is his outrageous actions that make his red and white Virgin brand rank first in the "Best Brand Selection for British Men" and third in the "Best Brand Selection for British Women". And he himself, in a poll conducted by BBC in 21, was rated as the second most inspiring person, higher than Jesus.

Branson doesn't regard himself as a corporate hero. He believes that the key to Virgin's success "lies in what kind of employees you have. If your employees are happy, smile every day and enjoy their work, they will perform well. Customers will naturally like to deal with your business. I make great efforts to motivate my employees, and I write to them personally every month. We don't have a formal board meeting. Anyone who has any ideas can call or write to me directly and get my approval. " He divided the compensation of 61, pounds obtained in the libel case with British Airways equally with all Virgin employees at that time. Every Virgin employee received 166 pounds called "British Airways Allowance". The message to all employees is that they have won a great victory together.

Nevertheless, many people in the industry are still worried about how Virgin Group will develop in the post-Branson era if Branson is lost one day.