From Bras to Balloons... Lessons in Media Magic
Successful entrepreneurs know how to get things for free. Their speciality is media coverage. Entrepreneurs like Michelle Mone and Richard Branson consistently generate headlines that money couldn’t buy. Michelle Mone founded Ultimo, a bra company. She had a tiny budget of £500 to launch the brand and spent in on a publicity stunt, paying actors to dress up as plastic surgeons and stage a protest that Ultimo was so good that it was putting them out of business. She got hundre