Virgin = rebel = Richard Branson. Richard sets out to do something rebellious in whatever industry he chooses to enter. The Virgin brand is based not around what Richard does, but how he does it.
The second part sounds a lot like Google with its various products that seem to be lacking an overall strategy. It’s been a while since Google released a revolutionary, industry changing product. But the public perception of Google is still: cool and innovative.
Read more on brand extensions and if they work or not. Jennifer brings up Google further down in the post. In my opinion, the Virgin example makes a stronger point even when applied to Google.
Google is an innovation machine, generating a lot of new ideas that may or may not fly, but they all hang under its mission of organizing the world’s information and making it universally accessible and usable.
What does your brand stand for? And how can you improve it?
Note: I’m following several Marketing related blogs as I’m convinced we will see radical changes in that area in the coming years (and it has already started). It’s great to read what some professionals in this field are experimenting with.