Meet Virgin's brand director

Meet James Tipple, brand director for Europe, at Virgin. James is based in Geneva, but we caught up with him at Virgin’s offices in London. As you hear about his working life, think more generally about the role of the brand director, or chief brand officer.

How much do they need to get involved in their company’s wider social purpose?

How does their job fit in with that of the marketing director?

And what’s their dominant style of interaction with colleagues: directing, reviewing, facilitating, persuading, or what?

(Since this film was made, James has moved on to start up a completely new business in the Virgin family.)