I’m continuing to read the Richard Branson book, Business Stripped Bare, and I’ve come to the conclusion that Steve Jobs and Richard Branson share a similar trait — they care so much about the brand experience that they micromanagement it at the CEO level. This level of passion for the brand is something many large company CEOs could learn from.
One section in the book, on page 98, has a passage from Richard Branson’s diary talking about him flying on the first Virgin Atlantic flight to Japan:
Need slippers in Upper Class, not socks. Need Japanese beers…Japanese tea from London, no good. Japanese food from London. Tastes good but must be better presented. Looks like fish and chips. Saucers for Japanese teacups.
Of course, we’ve all heard how Steve Jobs controls every last detail of the Apple products, all the way down to the packaging. Clearly, great brands like Apple and Virgin share the common trait that their CEOs ensure no detail is missed.
Have you seen this with other brands? Which ones?