Picksit...branson's may be "crazy" but he certain thinks things outside of the box. He knows a thing or two about the "X" generation and the now "Y" generation.
The thing is, you say "Virgin Mobile" or "Virgin Coke" or just "Virgin" so many times, it becomes a recognized brand name product. Say it often, say it everywhere, it'll sure become a recongize icon and brand name.