Richard Branson excites opprobrium and admiration in equal proportions. One-time darling of the Conservatives, he segued into the comforting arms of New Labour - a prime example of the get-up-and-go entrepreneur embraced by Tony Blair to prove his capitalist credentials.

Branson's effortless move was, according to Bower, a classic example of the opportunism and spotlight addiction that has characterised the businessman's career since his earliest days.

Branson, according to Bower, gatecrashed the election victory party, had his photograph taken and left once he realised that Tony Blair was the centre of attention. This premise runs through the book, from Branson's beginning as a record dealer (which Bower points out was fraudulent), the setting up of Virgin Records and then into running airlines, trains, venturing into communications, selling cheap cola and now bidding to become the next provider of the British lottery.

Branson was quick to understand that a high media profile would be central to his business and was ruthless in his pursuit of such a state.

There is a tale in the book of Branson using a distressed colleague's attempt to secure an abortion to generate publicity for himself as self-appointed student leader, thus casting him, and his enterprises, as being antiestablishment. In the fag-end days of the counter-culture this kind of exposure was invaluable and set the tone for his career.

The book hurtles through Branson's various incarnations. It cites him for putting costcutting above everything, resulting in Virgin trains becoming as poorly regarded by commuters as British Rail.

It points out his perpetual clutching at victimhood - absolutely correct in the dirty war with British Airways when launching Virgin Atlantic - but not so tenable when he engaged the US soft drinks giants with Virgin Cola.

On a personal level, the book dwells on the huge influence his mother had on his career, the penchant he has for dressing up in women's clothes and the cavalier attitude displayed to underlings who have fallen out of favour.

Bower has written a fascinating book that displays its heart on its sleeve: that Branson is style above substance and each new venture diminishes the thing he loves most, the Virgin brand as a marketable commodity.

comidheach@irish-times.ie