Branding

Is it a good thing for companies to keep their brands separate? For example, elon musk and all the different companies that here runs are richard brandson versus virgin. How do you work having a c o brand versus a company brand? Where i mint be one, maybe want to be a bit more controversial, where the company may once to tow the line or have a softer, soft approach. Love what you do, and i love how your brain works.