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Qantas disrupts the market by diversifying to health insurance

Yesterday Qantas Airlines have launched an addition to their diversified business portfolio, Qantas Assure, health insurance for Qantas Frequent Flyer Members. Their big budget ATL campaign features cool-as-f*ck Hollywood actor, Christopher Walken, so you can only imagine how much they’ve spent! This big move is significant for both the…

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Why 2016 is the Year of the Challenger Brand

What exactly is a Challenger Brand and why are they so interesting? We’ve long been fans of Challenger Brands – businesses with the mindset to disrupt their category, to unlevel their playing field and upset their competitors’ apple carts. We categorise ‘challengers’ by mindset – what’s…

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One Wipe Charlie uses brand personality to disrupt their category

Brand Storytelling Loaded with Personality OK, so maybe we’re disturbingly obsessed with number twos (having already written brand articles on Who Gives a Crap & Poo Pourri) or maybe the toilet paper category is being challenged by a generation of new players. Few categories fit…

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Push Play – Hot new underwear brand from Down Under

With not much changing in the underwear category since the 80’s, it seems it is ripe for a new challenger brand to shake things up a bit. That’s exactly what Aussie Brand ‘Push Play’ is hoping to do. Fresh, raw and with plenty of attitude,…

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Smiggle – the Aussie brand that is laughing while other retailers scratch their heads.

Doomsayers continue to claim retail is suffering its worst conditions for decades. But in the unlikely market of stationery – where traditional newsagents have been disappearing across the country – one retailer is booming. Smiggle is a great example of a brand that has reset…

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The Superpower of Brand – How Apple's iPhone Technology Saved the Day

On Monday night, David Pogue, writer for the NYTimes was taking the Amtrak train home from a “Nova” shoot in Philadelphia — exhausted, but happy to have power and Wi-Fi for his laptop. This is the story of his lost phone and how incredible modern…

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A Lesson in Brand Building from George the Giant Groper

Following the tradition of tourist towns the world over, Port Douglass in Far North Queensland, Australia has an embarrassment of restaurants and bars – it’s a wonder how they manage to keep business ticking-over during quieter times. Fair to say, competition between the restaurants and…

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