‘Freedom within a framework’: How Virgin Group’s brand boss navigates 40 businesses
Determined to lift customer experiences “out of the ordinary”, Virgin Group’s chief brand officer connects the dots between over 40 varied businesses.
With more than 40 branded businesses across 34 countries and six sectors, Virgin has an interesting challenge. While all brands – from Virgin Money to Virgin Atlantic to Virgin Mobile – have their own distinct personality, they are all firmly wedded to the Virgin masterbrand.
Finding that connecting thread is the job of Virgin Group’s chief brand officer Claire Hilton, who says each brand should benefit from the strength of the others in the portfolio.
