The last 50 years have paved the way for a new paradigm in customer experience – and with it, changed the face of branding forever. Of course, having grown a network of over 400 operations in the last 40 years, it’s a shift that The Virgin Group knows all too well. As its renowned founder recently explained: “Our customers and investors relate to us better as an idea of philosophy than as a company.”

All well and good, but what does that mean to the business? To talk all things brand and Branson, Nick Pryke caught up with the Group’s CMO, Ian rowden, at their London Galactic base camp – and started by finding out what the Virgin philosophy means to those who market it.