Branson stays on-brand with response to Virgin America sale

Communications pros take note: The innovative airline founder knows a thing or two about how to build a brand. Here’s more from his latest address to consumers.

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The top-rated airline has been sold, and its founder—Richard Branson—proved his media relations prowess once again.

Alaska Air has announced its $2.6 billion purchase of Virgin America, which received the top score this week in the Airline Quality Rating.

Virgin America has carved out a niche with consumers by offering “a more pleasurable flying experience.” To keep that experience consistent and break the news to its loyal consumer base, the enigmatic Branson wrote a lengthy blog post.

“[We were] the first airline to offer fleet-wide Wi-Fi, soothing mood lighting, touch-screen seatback entertainment, an on-demand food ordering platform and power outlets at every seat on every flight,” he writes. “Because of Virgin America, the industry finally had to consider the customer.”

The result has been a fiercely loyal and frequent group of flyers. RELATED: Executive communicators— Join our new LinkedIn group and get FREE tips and strategies to improve leadership communications.

So, why sell?

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