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Mega-mogul Bill Gates is quite simply the richest and most successful businessman of all time. His remarkable vision and obsessive desire to win have created a leadership style radically different to anything the business world has seen before.

Richard Branson, the international powerhouse entrepreneur, is an opportunist with an uncanny knack of sniffing out great deals where others hesitate or fear to tread. Branson is the ultimate brand builder and never before has a single brand been so successfully deployed across such a diverse range of goods and services.

The greatest brands of all capture the hearts, minds and dollars of the whole world. They break out of business and become part of everyday life. But, how do they do it? This title shows how apparently ordinary products and services are transformed into business legends.