President of Virgin Galactic, Will Whitehorn, explores the diversifying brands into new markets: a skill that Virgin Group mastered years ago.

“In the ’80s when I first started working in the world of brand development, business development, and marketing of companies as opposed to marketing of individual products, the understanding of branding in Britain was pretty poor. Even big marketing and advertising agencies at the time had this thing about stretching or diversifying brands too far.”

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