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Personal Branding – Riding the Black Caviar Lesson

Undefeated after 21 races in Australia was justification enough to book a first class ticket in June and head to England to take on the best of what Europe had to offer in the Diamond Jubilee Stakes at Royal Ascot. The results will show that…

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Qantas Brand Strangled by Business Strategy

Over the past couple of years we have been witnessing the demise of the Qantas brand, with its business strategy dictating the brand’s terms of engagement. Every public gesture that the business has made, has reflected an unwavering commitment to taking cost out of its…

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