Magazine article Marketing

Pen Portriat

Magazine article Marketing

Pen Portriat

Article excerpt

James Kydd, brand director of Virgin Mobile, is the marketer Richard Branson usually calls on when launching a new brand. He has worked on Virgin Atlantic, Virgin Vodka and Virgin Cola, and advised on Virgin Trains. Kydd is described by Branson as "completely adaptable and good at motivating people".

I wonder whether the signature was written as an afterthought, it certainly looks quite different from the rest of the writing. What the difference of slant, pressure and formation suggests is that left to his own devices (the writing), this is someone utterly focused upon the achievement and maintaining of progress, but his public persona (the signature) requires him to slow down to match other people's speed of thinking and reaction -which must be no easy feat for this chap!

He needs little by way of criticism, as he provides more than enough for himself. He constantly monitors and evaluates his own performance. He is able to perform in public, without needing to be in the spotlight. …

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