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The Qantas Virgin Brand Mind Games

Virgin Australia’s  John Borghetti has all the moves! For as long as Alan Joyce has been CEO of Qantas he seems to have been at logger heads with key stakeholders. Not so long ago it was with his pilots and currently it is with a…

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Star Pharmacy: A new star is born but will the brand ever rise?

A new pharmacy retail brand, Star Pharmacy, was recently launched into the crowded chemist retail market. They appear to have ambitions to challenge established players such as Chemmart and Terry White with a premium product and service focus. However, everything from the name to the…

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Best practice for brands is problematic

Business literature keeps advocating the need for businesses to pursue best practice. To aspire to achieve against a set of metrics that are considered optimum performance in a given category. However, the extent to which brands seek to identify best practice performers amongst their competitors,…

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