Just how far can a brand stretch - well according to Richard Branson right into space with his latest venture, Virgin Galatic. Virgin has licensed SpaceShipOne's technology (Paul Allen's pet project) to build the world's first private spaceship to go into commercial operating service. Oh to be a billionaire.
In the announcement today Richard Branson estimates there are about 3,000 people who will pay approx. £100,000 to travel into space. I won't be one of them, trust me.