But the vital point is that like any brand, the Virgin label is part illusion. Branson says he's the business world's equivalent of Ralph Nader. His Virgin Atlantic really did innovate business-class air travel and as Virgin Blue airline breaks into the sheltered domestic Australian market, perhaps it will fight for consumers against established interests. What's remarkable is how Branson created all this value. He also has half of Virgin Direct, for which he says the Australian firm AMP provided most of the funding.
Some brands sell products.
Virgin's product is the brand, and the real customers are his deep-pocketed partners. As long as they think Virgin stands for something, Branson's in business. Time Inc. All rights reserved. Reproduction in whole or in part without permission is prohibited. Sign up now for TIME's WorldWatch e-mail newsletter.