Top Story


Home >> Marketing >> Article

Branson redefines business: Customer first is passé, its staff first

Font Size   16
Branson redefines business: Customer first is passé, its staff first

He runs a business empire of over 200 companies in 29 countries.You can call him the manufacturer of brands. We are talking about Sir Richard Branson, Chairman and Founder, Virgin Group of Companies. And when he speaks about creating successful brands and managing wealth, you’d think he is the perfect choice, the most eligible person to talk on the subject. And you are right.

Delivering the 4th Madhavrao Scindia Memorial Lecture, Branson spoke about all these and more. On building a successful brand, Branson observed, giving the example of his own brand, which was considered too rude and raunchy initially, “You’ve got to believe in your brand than anything else in the world, then only others will take note of you.”

While deliberating on what comes first in a business, Branson crushed the age-old idea of customer first, famously quoting Mahatma Gandhi. Branson said, “It is rather the other way. It’s the staff, who comes first for us at Virgin. If you have a happy staff, then you have happy customers and thus, you have happy shareholders. The staff are the people who are the real face of your brand. They must feel proud to be associated with the brand. They must be part of the brand, they must be part of the mission.”

Dwelling on the importance of wealth, Branson said, “With wealth comes responsibility. Huge wealth means huge responsibility. Runnnig a business is not an ethical but a human responsibility.”

Speaking about his company’s humanitarian efforts, Branson pointed out how Virgin played on its part to curb HIV/AIDS through its condom company, terming AIDS as the ‘Living Killer.’ Cautioning India about the increasing threat from AIDS, Branson said, “We have to ensure ‘No Percentage Challenge’ for everybody starting from the child in the mother’s womb having zero-percentage risk from AIDS.”

On India, Branson said, “On my first visit, 30 years ago, India was a mystical and spiritual place to me. It has now become an agile and powerful democracy. I find the people of India very articulate and grounded. India has an emerging middle-class market, at least twice the size that of UK. Now when India speaks, the world listens.”


Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

SEBI (Securities and Exchange Board of India,) imposed the fine for delayed disclosures under the Listing Agreement and the Insider Trading Regulations

Under BN Kumar’s leadership, PRCI held several successful global conclaves, brought out highly professional house journals and conducted international award winning social communication campaigns

At the 10th Pitch CMO Summit, marketers discussed the challenges of interfacing with the digitally empowered consumer.