With this in mind, a case could be argued that Richard Branson is now attempting to revisit the past and recreate a more distinctive image, such as through the publicity generated around the launch of Virgin Galactic, which aims to launch the first commercial spaceflight. Although this industry is full of uncertainly and offers no commercial value as yet, it brings with it beneficial associations of innovation for the Virgin brand. The diverse nature of the Virgin Group’s business model means that trying to reinforce a niche differentiator of ‘rebellion’ no longer washes for such a broad target audience, so being considered the driving force in an infant industry that holds strong media interest can reach out to all existing audiences; demonstrating that the Virgin brand is always trying to push existing boundaries of possibility.