October 2, 2000. Copyright 2000. Graphic News. All rights reserved.

GRINNING PULLOVER WITH A BUSINESS BRAIN
by Mark Samms

LONDON, October 2, Graphic News: SIR Richard Branson is not what you would call a conventional entrepreneur. His appearance mirrors his approach to business -- irreverent, daring, slightly exotic, unfashionable -- and far smarter than he likes to pretend.

BransonÕs business philosophy is surprisingly simple. He searches out huge conglomerates that he feels have become complacent -- and tackles them head-on. He shakes up the market place by introducing flair, quality and added value.

British Airways has received the bloodiest nose from Branson after a six-year ÒDavid and GoliathÓ battle in which Virgin Atlantic alleged it had been the victim of unfair tactics, but Coca-Cola, various banks, eco-friendly makeup companies and purveyors of mobile phones are among others who have felt the draught as the Virgin whirlwind gusted into their cosy little worlds.

The publicity-conscious tycoon will do anything to promote his Virgin empire. Running bare-bottomed into the chilly waters of the English Channel to advertise Virgin One all-in-one mortgage bank accounts, posing in his underpants with former Baywatch star Pamela Anderson to promote a Virgin energy drink, cavorting with scantily-clad models to launch Virgin Mobile telephone service -- even driving a tank up to the Coca-Cola sign in Times Square and firing at it to launch his Virgin Cola.

Now, with more money than he knows what to do with and anxious for a fresh challenge, Branson has set his heart upon becoming the noble knight who actually destroys Camelot.

He intends to take over the running of BritainÕs National Lottery from the company and turn it into a non-profit-making concern. The PeopleÕs Lottery will be just that, with no room for fat cats. Instead Branson has pledged to raise 15 billion pounds ($24 billion) for good causes and increase the odds of winning a million pounds to one in three million from one in 14 million.

So what does Sir Richard himself hope to get out of it? Publicity of course -- which is the one thing always gratefully received by the man who has everything.
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