Branson: Behind the Mask by Tom Bower, Faber & Faber, £20
Few entrepreneurs have grasped as clearly as Sir Richard Branson the importance of public relations in modern business. Over the past 25 years, the tycoon has assembled an empire by trading access to the likeable image that he and his Virgin brand project in return for hard assets and stakes in enterprises.
Behind the happy-go-lucky exterior is a carefully contrived pose. This portrays Branson – in fact a vastly rich, private jet toting tax exile – as a combination of hippy and buccaneer, a scrappy outsider taking on complacent and anti-competitive giants of big business.
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