How a dyslexic Virgin made billions

How does a dyslexic teenager with no formal business education build one of the most recognizable brands in the world? The secret lies in Richard Branson's uncanny ability to spot opportunity where others see only obstacles.

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👇 Today’s Briefing

• Story: Virgin Records - The First Brick in an Empire 🧱

• Insight: Branding - The Voice Vs. The Souvenir 🎁

• Action: How to Create Your Own Signature Product 🧋

THE STORY

Virgin Records: The First Brick in an Empire 🧱

Let's talk Richard Branson, the maverick entrepreneur who built an empire on the power of music and a relentless pursuit of his passions.

It's the 1970s, and young Richard Branson has a vision that's about to rock the music industry. But there's a few obstacles in his way:

• The music industry is dominated by giant, established record labels

• He's a dyslexic high school dropout with no formal business education

• He's got limited funds and resources to make his mark

Does Richard let these challenges stop him? F**k no! He realizes that waiting for the perfect moment to strike is like waiting for a record to play itself — it's not going to happen. Instead, he decides to create his own opportunity and carve his own path to success.

He launches Virgin Records, a mail-order record business that's about to become the music industry's new secret weapon. By owning Virgin Records, Richard has the power to bring the music he loves to the masses on his own terms.

He starts small, advertising in music magazines and delivering records straight to customers' doorsteps. It's a scrappy operation, but it's got heart and soul.

Richard uses his own love for music and his uncanny ability to spot talent to sign up-and-coming artists. He's like a music industry Jedi, using the force of his passion to guide Virgin Records to the top.

As Virgin Records grows, so does Richard's reputation as a music industry disruptor. He's not just another suit in a boardroom. He's a true music lover who's not afraid to get his hands dirty in the studio.

Here are a few of the legendary artists Richard signed:

• The Sex Pistols, the punk rock rebels who shocked the world

• Culture Club, the genre-bending pop sensation led by Boy George

• The Rolling Stones, the rock and roll titans who redefined music history

Richard isn't content to rest on his laurels. He continues to expand his empire, branching out into new industries and tackling new challenges with the same passion and determination that fueled Virgin Records.

But this was merely his first brand. There’s also…

• Virgin Atlantic: Launched in 1984, challenged British Airways, innovative amenities, successful airline.

• Virgin Megastores: Expanded music empire, large-scale retailers, wide selection, 200+ locations worldwide.

• Virgin Trains: Won franchise in 1997, rebranded, introduced improvements, refurbished carriages.

• Virgin Galactic: Founded in 2004, spaceflight company, suborbital flights, progress made.

• Virgin Media: Launched in 2006, telephone, television, internet services, merger, largest media companies.

• Virgin Money: Entered financial services in 1995, expanded offerings, acquired Northern Rock.

• Virgin Active: Launched in 1999, health clubs and gyms, largest operators, multiple countries.

• Virgin Voyages: Announced in 2017, cruise line, disrupt industry, adult-only, innovative offerings.

• Virgin Hyperloop One: Key investor, high-speed transportation, magnetic levitation, rebranded in 2017.

Today, Virgin is a global brand, spanning everything from airlines to fitness clubs to space travel. As for Sir Richard Branson, he's the man behind the curtain, the wizard of entrepreneurship who's still rocking the business world. As for branding, he would tell you:

“Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.”

Key takeaway: Branson's story is a testament to the power of passion, perseverance, and thinking outside the box. By following his heart and taking risks, he built a music empire that launched a global brand.

INSIGHTS

Branding: The Voice Vs. The Souvenir 🎁

A brand represents more than just its physical offerings. It embodies the overall experience, emotions, and perceptions associated with a company.

1. The brand as a voice: This voice resonates with customers and sets the brand apart from competitors.

• Virgin's brand voice, shaped by Branson's personality, consistently conveys adventure, quality, and fun across multiple industries.

• Apple's brand voice, cultivated by Steve Jobs, embodies simplicity, creativity, and user-centric design.

• Nike's brand voice, inspired by its "Just Do It" slogan, communicates athleticism, determination, and personal empowerment.

2. The product as a souvenir: It represents the customer's interaction with the brand and the emotions and memories associated with it.

• Virgin's products, from airline tickets to mobile phone plans, serve as souvenirs of a unique, customer-centric experience.

• Apple's products, such as iPhones and MacBooks, are souvenirs of the brand's commitment to innovation, design, and user experience.

• Nike's products, from sneakers to athletic apparel, are souvenirs of the brand's association with athletic excellence and personal achievement.

By consistently communicating Virgin's unique brand voice and treating its products as souvenirs of the broader Virgin experience, Branson has built a strong, recognizable, and enduring brand that transcends individual industries and resonates with customers on a deep, emotional level.

TAKE ACTION

How to Create Your Own Signature Product 🧋

Craft a product, service, or experience that's so damn good, it'll be like a mind-blowing one-night stand your customers will never forget. This "souvenir" should make them feel all tingly inside whenever they think about your brand.

Examples:

• A brewery could create a limited-edition, hangover-inducing beer that comes with a branded "morning after" kit, complete with Advil, a greasy breakfast voucher.

• A hot sauce brand could design a sauce so spicy, it comes with a branded fire extinguisher and a waiver that says, "If you can't handle the heat, get out of the kitchen, you weak-ass b*tch."

• A coffee shop could offer a "wake the f*ck up" blend that's so strong, it comes with a branded set of jumper cables to kickstart your heart after the first sip.

Reply to this email with your idea for a signature product and we’ll share a few of our favorites in an upcoming newsletter!

Memes of the Week 🤣 

Bite-Sized Reads 📚

[Read] Richard Branson - The Master Storyteller of Brand Building

[Read] How to use Richard Branson’s 5-step branding guide.

[Read] Meg Whitman: “When people use your brand name as a verb, that is remarkable.”

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Publisher: Jordan Belfort

Editors in Chief: Brock Swinson and Davis Richardson

DISCLAIMER: None of this is financial advice. This newsletter is strictly for educational purposes and is not investment advice or a solicitation to buy or sell any assets or to make any financial decisions. Please be careful and do your own research.