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Challenger Brands and Disruption
Successful marketeers in 2019 will be those with an appetite for disruption and an ability to create and change, disrupt. CMO through Vanessa Mitchell looks at the approach used by Athena which plans to disrupt Australia’s $1.7 trillion mortgage market, and talks to Natalie Dinsdale the chief marketing officer of Athena about her exposure with challenger brands.
‘ In particular she loves brands that base disruption on true consumer insights, rather than pasting over pre established ideas.” In this case Athena will use Australia’s native cloud digital mortgage platform to deliver better rates through a unique funding structure. Natalie, “ If you want to be a challenger brand, you should go against the grain. If people are nervous you are on the right track. You cant be safe as a challenger brand.”
