Brand of the Week. Virgin

A few years a go when I used to ask people in workshops what their favourite brand was, Virgin was always mentioned and RIchard Branson was described as a business hero. Now it hardly gets a mention at all and rightly so.

I've never been a fan. Its a brand that has tried to enter so many categories and it has rarely offered anything new and exciting. Why should anyone choose a Virgin Vodka, Cola above all the other great brands in the category?

It tries to position itself as the 'People's Champion' and anti-Establishment, but this lacks credibility, given Branson is a multi-millionaire. I also don't like the way they whinge when things don't go his way - for example over the Sky deal.

Because of the brand's history in music I think it could do an awful lot more here. There's lots of room for innovation but I think that the Radio Station is incredibly dull and mainstream. I also think it does have a great opportunity to sort out the UK rail network, although in my experience, Virgin Trains are really disappointing.

The brand only really comes alive in the form of Virgin Atlantic, where its offer is genuinely unique and inspiring where it demonstrates it really understands travellers' needs. Branson is a real fan of aviation and it shows. Virgin Upper Class is amazing: the Heathrow lounge, the on-flight services, the beds, the little human touches (packs of polos and pyjamas) make the experience a real joy. If only it could deliver the same across all its other businesses.

So for Virgin, I hope it does do something soon to justify its claim to be an innovative youthful brand rather than the ageing hippie that it is today.