How Richard Branson Got Cheap Attention

The guerrilla marketing tactics that made Virgin a household name.

Richard Branson built Virgin into a global brand without spending billions on advertising. His secret? Publicity stunts that made headlines. From crossing the Atlantic in a hot air balloon to dressing as a bride to launch Virgin Brides, Branson understood that earned media beats paid media. The lesson: Be so interesting that the press can't ignore you.