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Richard Branson takes company naming to
new levels but will his branding strategy help
pay the bills?

LONDON, Sep. 29, 2002. In a recent Guardian U.K. interview, Virgin honcho Richard Branson discusses the current state of his empire after the "naked" debut of Virgin Mobile USA a hundred feet above Times Square.

Topics include the possibility of taking some Virgin companies public, labyrinthine accounting practices, the difficulty of boozing it up all night at the advanced age of 52, and Larry King's wife.