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Virgin is the classic example. The reason that it is classic is that few others can get away with it and nor should they try. In fact even Virgin might have done better by branding its subsidairy brands individually. Fortunately however, the charisma (ego?) of its founder Richard Branson allows it to get away with a single brand.
For the rest of us, and M&S, it should be one idea, one brand. Food is one brand and clothing is another (or in M&S's case, consider selling clothing to Philip Green or someone who knows how to make money in this field).
M&S's endorsed approach (company and individual brand e...
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