
Brand
The conventional wisdom at business school is that you stick with what you know. Of the top 20 brands in the world, 19 ply a well-defined trade. Coca-Cola specializes in soft drinks, Microsoft in computers, Nike in sports shoes and gear. The exception in this list is Virgin – and the fact that we’re worth several billion dollars really bothers people who believe that they know “the rules of business” (whatever they are).