Branson

by Tom Bower

'Bower's book is a devastating indictment' Sunday Times 'Explosive … Bower reveals a remarkable and sinister picture of the man who likes to appear as the ever-smiling hero' Daily Mail A sensational critical biography of the man and his business practices. No British tycoon is better known, few claim to be richer and none has masterminded a more recognisable brand than Richard Branson. What is behind the success of the buccaneering balloonist, the tabloids’ favourite celebrity nude, the ‘grinning jumper’ and the scourge of corporate goliaths? Tom Bower has a uncovered a different tale to the one so eagerly promoted by Virgin’s publicists. Here is the full story of his businesses, his friendships, his ambition, his law-breaking, his drug-taking, his bullying. Offering an intimate scrutiny of exactly how Richard Branson created and sold himself, this biography reveals Branson to be a single-minded profiteer who, while occasionally generous to others, has a fixed purpose to enhance his family’s wealth in secret off-shore trust funds. Instead of a glittering saint, Branson emerges as a devious actor, proud of plucking for his own profit the good ideas of others.

Genres: Biography, Nonfiction, Business

416 pages, Paperback

First published December 1, 2000

About the author

For the author of works on child development, see T.G.R. Bower

Tom Bower (born 28 September 1946) is a British writer, noted for his investigative journalism and for his unauthorized biographies.

A former Panorama reporter, his books include unauthorised biographies of Tiny Rowland, Robert Maxwell, Mohamed Al-Fayed, Geoffrey Robinson, Gordon Brown and Richard Branson.

He won the 2003 William Hill Sports Book of the Year Award for Broken Dreams, an investigation into corruption in English football. His joint biography of Conrad Black and Barbara Amiel Conrad and Lady Black: Dancing on the Edge was published in November 2006, and an unsuccessful libel case over a passing mention of Daily Express proprietor Richard Desmond in the book was heard in July 2009.

An unauthorised biography by Bower of Richard Desmond, provisionally entitled Rough Trader, awaits publication. Bowers's biography of Simon Cowell, written with Cowell's co-operation, was published on 20 April, 2012.

Bower is married to Veronica Wadley, former editor of the London Evening Standard, and has four children.

Reviews

[Keen Reader · Rating 2 out of 5]

“In an unusual decision, based upon the advice of the lawyers who vetted this book, it has been agreed that no interview sources will be provided or people individually thanked. Nevertheless, the reader should be assured that every fact stated in this book has been sourced and for obvious reasons has been verified to the satisfaction of the lawyers.”

So says Bower, in the acknowledgements section of this book, clearly very strong and convincing words. There is no shortage of stories of staff and partners being treated with pitiful contempt, with routinely poor and below average wages. If even half the stories and accounts in here are true then the real Branson is a long way away from the happy, go lucky, wacky persona he so painfully maintains in his many publicity stunts. After all, as Bower illustrates, and has experienced first-hand, Branson is certainly not shy when it comes to getting the lawyers involved. He’s certainly got the resources to do so.

I read Branson’s autobiography many years ago, and although retaining a healthy scepticism I have to say that I really enjoyed it, so I was very interested to see what Bower had to say. So let’s be honest, you simply cannot get to where Branson is without doing some bad things and screwing a fair number of people over. He is obviously an incredibly narcissistic, egotistical and vain man. He is a part of the elite, British establishment, but in the same way the likes of Zuckerberg et al try desperately to play down their incredible wealth and privilege, implying it’s not about the money, they are just trying to help us and better humanity etc, with their painfully contrived, ‘Hey guys! Look, I’m just like you and I don’t even wear a suit’ routine. It’s just another deliberately misleading gimmick, and meanwhile they have millions stuffed away in offshore tax havens around the world.

Few people, if any, have benefited to the extent that Branson has from so much free publicity. Murdoch’s tabloids in particular seem to champion him. For Branson nothing has ever been too crass or desperate when it comes to free publicity, and the media, especially the tabloids are only too happy to go out of their way to oblige and play their vital part in doing his PR for him in promoting the myth and untruths to the widest possible audience, saving Branson tens of millions at the same time. All he had to do was throw a few free junkets and free flights and spurt out the well-rehearsed sound bites and they are eating out of his hand.

It’s hard not to see the similarities between Branson and Tony Blair (who Bower has also written about). Both are all about the brand, hiding their privilege behind a rictus grin, pretending to be normal, everyday man of the people types, remaining inured to the trail of hurt and betrayal they leave in their wake as they pursue their own egotistical goals. It’s amazing how easy it is to get away with it when you have a bullet-proof sense of entitlement, the right accent and a seemingly non-existent capacity to experience shame or embarrassment for your behaviour, no matter how crass or cruel your actions are.

He is clearly a cheapskate with a long history of some seriously dubious dealings. This book is teeming with examples, though one which stands out, must be the case of Mike Oldfield, whose album “Tubular Bells” was responsible for keeping Virgin afloat for many years. Apparently Oldfield was contracted for a decade’s work at a 5% royalty fee and he was on £20 a week wage. His approach to laws and regulations were also worrying. The question is not did he break the law?...but how many laws in how many places, has he broken?...And why has he gotten away with so much. This is very much a familiar old story of opaque wheeling and dealing, tax avoidance schemes, offshore accounts and outright deception. He claims to be “breaking the rules” but was this usually translates to, is paying workers poorly and avoiding tax. Branson does both.

In October 1968 Branson approached The Beatles’ press officer, requesting an interview and a special song recorded from Lennon to promote the xmas edition of his magazine. As xmas approached there was still no sign of the record, it emerged that apparently Lennon had been prosecuted for possession of marijuana and his girlfriend, Yoko Ono, had just miscarried. Clearly traumatised the couple had isolated themselves inside their house. At the beginning of January 1969 the record had still not been delivered and so Branson tried to sue Lennon for breach of contract. In April 69, Branson met with his lawyers to listen to the tape delivered by Lennon. It was the heartbeat of Yoko’s baby which ended in silence, “That’s when it died.” Announced the Beatles’ press officer. Branson never pursued the writ.

Bower often lays it on a bit thick with lines like, “He cursed those born in the lower classes who affected to be members of the aristocracy.” Or, “A truth had dawned on Branson. Most people were born to be servants and customers. He would be master, provider and richer.” How can he possibly know Branson was thinking these sentiments?...Or what about the tenuous link between him and the royals, “Coutts, the bank shared by the Bransons and the royal family.” As if they are somehow in secret financial cahoots, when the truth of the matter is they only happen to use the same bank, and nothing more than that. Also when describing Branson’s first bid for the lotto, he says his projected revenue was estimated as “the sixth lowest” when there were only eight bidders. Obviously a ridiculous way to word it, instead of just saying it was the third highest?...

His so called adventurism is summed up in very sobering and amusing language, revealing his strained relationship with Per Lindstrand, who was the brains and skill behind the escapades, but his contract stated that he had to take a backseat during the media side of the various expeditions they carried out together, so that Branson got to enjoy being the mouth and face of it all, creating the deliberately misleading impression that he was the leader.

His schmoozing with politicians is well documented here, like inviting Malcolm Rifkind, the then Transport Minister, (who had to quit the Tory party, after being caught in a sting on camera back in 2015) to lunch at his house at Holland Park, which then saw Branson allowed access to Heathrow at BA’s expense. Though he didn’t get it all his own way, one particular incident is recalled where he erupted into a tantrum and he walked over to one Glaswegian politician, and poured water over his head, telling him that he couldn’t even understand what he was saying and to go and get elocution lessons.

Bower repeatedly insists that all of Branson’s businesses apart from one were making a loss, showing us plenty of facts and figures to back it up. Many of his business failures are listed here too, not just his magazines, but vodka, the condoms, the cola and of course two inept and juvenile failed lottery bids, to name but a few of them.

This is an interesting and often shocking read, though the sensationalist, tabloid tone compromises the integrity and validity of the more serious points he tries to make. This style regularly lapses into silliness and often skirts dangerously close to self-parody. This approach makes it hard to warm to, but in saying that Bower has again done a phenomenal amount of research and he has shown great courage in taking on a so called ‘national treasure’ and is clearly not afraid to pick on someone bigger and richer than he is. We need people as bold and brave as Bower, who will challenge and conquer the lies, deception and mythology behind these people and brands, and in that sense he should be applauded.

[Elizabeth Feeney · Rating 2 out of 5]

Disappointing. I’d been expecting a book “unmasking” the life of Branson. Instead, it was more essays of ‘100 ways to crap all over a billionaire.” Seemed vengeful. Didn’t enjoy it.

[Cooper · Rating 2 out of 5]

It was interesting to read a very different perspective on Branson and how he has built his businesses. However, the authors claim to have written an 'objective biography' should be seriously questioned. I do not claim to be unbiased, I am a fan of much of what has been done by the Virgin group. I understand that in business some deals can seem very ruthless, and Branson, despite his jovial media coverage is known to be very cut throat when he does appear in a boardroom. This book is critical of every aspect of each business or personal decision Branson has ever made, he never acknowledges a good deal, or business acumen. It now makes me want to read a truly objective biography (as clearly the auto-biography 'Losing my Virginity' does not meet this need). However I will settle with using the biography and my own common sense to decide who is telling the truth where.

[Jiri Fabian · Rating 3 out of 5]

Break the rules and laws, have fun, cheat, never afraid of over debt, but always play a nice guy at public. This is Richard Branson's secret sauce according to this book. Not a bad read, but sometimes little bit boring and biased.

[JJ Coetzer · Rating 2 out of 5]

What a massive disappointment, not the book but the person it was written about, i used to be a great fan of Brandson and now i just really dislike him now

[Paul Morris · Rating 3 out of 5]

A fascinating read that is highly critical of Branson, his many Virgin company leaders and numerous Virgin companies. Whilst the media as a whole portrays Branson as business guru this book tells a different if very belligerent story. It would appear that Mr Branson pays very little in British taxes whilst lambasting other companies who do the same.
The difficulty is trying to sort the truth from the fiction. Overall an interesting read which probably highlights how business moguls work - whether good or bad - and in reality portrays the headline character as a slightly bad one

[Jane Peymen · Rating 3 out of 5]

352 pages of relentless criticism seems a bit one sided. Maybe 200 would have been enough? Surely Richard did some good things that could have been reflected through? Tom obviously didn’t like the guy.

[Daniel Kan · Rating 2 out of 5]

Not to my liking, chronology of his story is very shaky, not really that smooth.

[Yogesh · Rating 1 out of 5]

Like a child ranting about someone he/she hates. There is little flow of arguments or ideas in the book. Lacks clarity and brevity.

[Jonathan Davis · Rating 3 out of 5]

Some interesting stories, but they don’t really seem to contribute to some overarching narrative, which made it a tedious read at some points.

[Colby · Rating 2 out of 5]

Branson, the man - sickening.

[Dimiter · Rating 4 out of 5]

It’s ironic how some idols are just frauds on a grand scale.

[Simon Wood · Rating 4 out of 5]

SCREW THEM, LETS DO IT: RICHARDS ADVENTURES IN BLUNDERLAND

Entertaining expose of Richard Bransons business career. The book isnt particularly well written but highlights the hypocrisy of the ubiquitous Richard Branson frequently voted top of the business pops. Branson comes across as a puerile, opportunistic, astonishingly crass and unpleasant man.

His main sources of profit would appear to be when he has nestled himself under the protective wings of the state, his airlines (having a dual monopoly on flights to america with BA from heathrow) and trains (having monopolys on various travel routes). He has milked money from both of those ventures and insufficiently carefull partners (who he seems to serially latch onto and suck dry at a phenomenal rate) to finance an extraordinary number of business ventures that have fallen rather flat while he stashes money away into offshore accounts. The news industry plays a bit part in this pretty sordid story, the amount of free publicity and boosting he has recieved from compliant journalists and media organisations probably runs into hundreds of millions of pounds.

Worth buying for the picture of a rather battered Branson dangling on a bungee rope after colliding with a hotel wall on one of his numerous publicity stunts. Well worth reading.

[Tim · Rating 3 out of 5]

Certainly very interesting.

Naturally the fact that he's made some enemies along the way, is not going to appear in Branson's own accounts as his brand relies on being the peoples champion. But I'm not sure he needs to be vilified for having self serving versions of the truth, for hiding company finances, or even lobbying politicians to serve his own financial interest. All perfectly legal and very well executed. There's few positive words for the the ways he's always been able to find investors while risking little of his own money.

The other thing to note is that though there's a lot of sources behind this, presumably mostly are from individuals who have fallen out of favour with Virgin, so will no doubt have a more negatively skewed perspective.

No doubt the truth is probably somewhere between this and Branson's own accounts. I'd simply wish the same detail had been presented more impartially, and let the reader make their own decision.

We don't need to like the man to admire him...

[ms27041996 · Rating 1 out of 5]

I got it from Pound Land and I can clearly see why they dumped this garbage in Pound land for £1. In the beginning I liked this book because it allows you to see a different side to Richard Brandson but throughout the book the author takes every opportunity to talk negatively about Richard about the most ridiculous things and even turns anything positive he has done into a negative. Clearly the author doesn't like Brandson and written this book just to take his anger out therefore I stopped reading after about chapter 14, he just cherry picks any statistics to contradict Bradson in any way he can.

[Anandh Sundar · Rating 5 out of 5]

Branson is one of the world's best publicized brands. But true to the proverb that behind every great fortune lies a pile of sins, Tom Bower has exposed Branson's sins while building his empire. This does NOT detract from Branson's PR/marketing/leadership skills but shows that
-He has impoverished his partners
-He has succeeded in monopoly businesses( airlines/Radio/Trains) but not in competitive ones
-His apparent wins(BA libel case etc) were not really wins when we go deeper.

Such investigative journalism(by Tom Bower) should be applauded.

[Maarten · Rating 3 out of 5]

The book explains a lot about Bransons business structure but is often repeated throughout the book. Also the tendency is a bit negative, there is not much that Branson can do right in the opinion of the writer (well, maybe Branson really didn't do anything right but that is hard to believe). It most certainly wasn't the easiest book to read, a bit dry at times but overall gives you a good overview of all the companies he put together. So in general, very informative but not the most pleasant book to read.

[Marcus Tay · Rating 3 out of 5]

Of course it made a Branson fan like me sad - but I guess business is war.

Still, the thing that irks me most is the tax evasion and perhaps the lack of gratefulness to ex comrades. The book also suggests that Branson is more noise than substance.

Although, Branson may have his ulterior motives for the English Channel or Balloon Race, still unlike Tom Bower, I still it takes some guts to do so.

By being super negative on everything about Branson, Tom Bower actually makes his book less believable.

[Will · Rating 3 out of 5]

This is a difficult book to rate - there's so much information packed into it that it is hard to keep track of it all, but definite themes appear of how Branson has dealt with business over the years. It is profoundly interesting how his business brand really has amounted to marketing, understanding how to manipulate public and media perception, and having an exceptional team of lawyers.

[LeikHong Leow · Rating 3 out of 5]

Reading this book is like learning the "dark side" of Sir Richard Branson.

Despite we all understand business is like a war, there is no friendly competition among the players, In order for one to succeed, other shall fail. I guess this is the message that the author wanted to share.

But I would still choose to believe there are good in Sir Richard Branson and the Virgin Groups.

[Wilde Sky · Rating 3 out of 5]

I was surprised by how many different enterprises the businessman described in this book had been involved in. The overall impression was of a man who comes across as a buffoon but is in reality is very ruthless (both personally and in professionally) and superficial.

[Al · Rating 3 out of 5]

Very interesting reading and a definite eye-opener for me.

Gives one a totally different perspective on Mr Virgin - not quite as sweet and innocent as a Virgin ............

Worth reading -

[Velvetink · Rating 3 out of 5]

found it on a wall.

[Paul Cooper · Rating 4 out of 5]

Very interesting read. He's clearly not a fan and is perhaps overly harsh in places but a good read none the less. You get behind the spin that's for sure.

[Bini · Rating 2 out of 5]

Not an objective unbiased narration by the author...

[Wamathai · Rating 4 out of 5]

Gives an unfiltered review of the real Branson.