--- title: Branson, bikinis and BOQ description: Branson, bikinis and BOQ image: https://www.bluechipcommunication.com.au/hs-fs/file-3403284479-jpg/blog-files/bigstock-frankfurt-germany-may-r-7999047.jpg --- [![Bluechip_Logo](https://cdn2.hubspot.net/hubfs/325503/Bluechip%20Assets/Images/Bluechip_Logo.svg "Bluechip_Logo")](https://www.bluechipcommunication.com.au/) ![Search-9](https://www.bluechipcommunication.com.au/hubfs/BlueChip%20website/Bluechip%20Assets/Images/Search-9.svg "Search-9") ![Close Icon (3)-1](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/Close%20Icon%20(3)-1.svg "Close Icon (3)-1") This is a search field with an auto-suggest feature attached. - There are no suggestions because the search field is empty. ** ![Close Icon (3)](https://cdn2.hubspot.net/hubfs/325503/Bluechip%20Assets/Images/Close%20Icon%20(3).svg "Close Icon (3)") ##### Knowledge Shared # Insights ##### All Articles ![](https://www.bluechipcommunication.com.au/hubfs/BlueChip%20website/Bluechip%20Assets/Images/down-filled-triangular-arrow.png) - [Financial Services (168)](https://www.bluechipcommunication.com.au/blog/topic/financial-services) - [Public Relations (133)](https://www.bluechipcommunication.com.au/blog/topic/public-relations) - [Marketing (111)](https://www.bluechipcommunication.com.au/blog/topic/marketing) - [Social Media (101)](https://www.bluechipcommunication.com.au/blog/topic/social-media) - [Integrated Marketing (87)](https://www.bluechipcommunication.com.au/blog/topic/integrated-marketing) - [Reputation Management (79)](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) - [Crisis Management (61)](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) - [Growth (46)](https://www.bluechipcommunication.com.au/blog/topic/growth) - [Profile (41)](https://www.bluechipcommunication.com.au/blog/topic/profile) - [COVID-19 (40)](https://www.bluechipcommunication.com.au/blog/topic/covid-19) - [Protect (14)](https://www.bluechipcommunication.com.au/blog/topic/protect) - [BC Team (9)](https://www.bluechipcommunication.com.au/blog/topic/bc-team) - [Blog (7)](https://www.bluechipcommunication.com.au/blog/topic/blog) - [Leadership communication (6)](https://www.bluechipcommunication.com.au/blog/topic/leadership-communication) - [Cyber Security (3)](https://www.bluechipcommunication.com.au/blog/topic/cyber-security) - [Client In The News (2)](https://www.bluechipcommunication.com.au/blog/topic/client-in-the-news) [Client In The News](https://www.bluechipcommunication.com.au/blog/topic/client-in-the-news) ### [Melos Sulicich shares SME success tips on Money News’ “Let’s Talk Business”](https://www.bluechipcommunication.com.au/blog/melos-sulicich-shares-sme-success-tips-on-money-news-lets-talk-business) Melos Sulicich, CEO of Bank of Sydney was interviewed by 2GB’s Money News "Let's Talk Business" segment with Scott Haywood. He shared tips for family-run businesses to make sure ev... [Client In The News](https://www.bluechipcommunication.com.au/blog/topic/client-in-the-news) ### [Target hostile countries, not us, drug giant CSL tells Trump](https://www.bluechipcommunication.com.au/blog/target-hostile-countries-not-us-drug-giant-csl-tells-trump) This is an extract from an article written by Michael Smith and Jessica Gardner in The Australian Financial Review. Published on the 10th July 2025. “It is weighing on the share pr... - ##### [Financial Services](https://www.bluechipcommunication.com.au/blog/topic/financial-services) ## [Branson, bikinis and BOQ](https://www.bluechipcommunication.com.au/blog/branson-bikinis-and-boq/) ###### By The BlueChip Team ###### 16 Apr 2013 [Social Media](https://www.bluechipcommunication.com.au/blog/topic/social-media) [Financial Services](https://www.bluechipcommunication.com.au/blog/topic/financial-services) [Growth](https://www.bluechipcommunication.com.au/blog/topic/growth) ##### [Reaching High Net Worth Individuals Through Social Media Marketing in 2025](https://www.bluechipcommunication.com.au/blog/how-target-high-net-worth-individuals-social-media) [Public Relations](https://www.bluechipcommunication.com.au/blog/topic/public-relations) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Crisis Management](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) ##### [The Science of Crisis Communication: Proactive and Reactive Strategies](https://www.bluechipcommunication.com.au/blog/proactive-and-reactive-crisis-communication-strategies) [Profile](https://www.bluechipcommunication.com.au/blog/topic/profile) ##### [Affluence. Effluence. Influence. Do you know the difference?](https://www.bluechipcommunication.com.au/blog/affluence-effluence-influence-do-you-know-the-difference/) [Public Relations](https://www.bluechipcommunication.com.au/blog/topic/public-relations) [Reputation Management](https://www.bluechipcommunication.com.au/blog/topic/reputation-management) [Crisis Management](https://www.bluechipcommunication.com.au/blog/topic/crisis-management) ##### [Introduction to Crisis Communication](https://www.bluechipcommunication.com.au/blog/introduction-to-crisis-communication) # Insights. [Back to all articles](https://www.bluechipcommunication.com.au/blog) - Share - [![](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/facebook.svg) ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.bluechipcommunication.com.au%2Fblog%2Fbranson-bikinis-and-boq%2F) - [![](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/linked%20in.svg) ](http://www.linkedin.com/shareArticle?mini=true&url=https://www.bluechipcommunication.com.au/blog/branson-bikinis-and-boq/) - [![](https://www.bluechipcommunication.com.au/hubfs/Bluechip%20Assets/Images/twitter-1.svg) ](https://www.twitter.com/share?url=https%3A%2F%2Fwww.bluechipcommunication.com.au%2Fblog%2Fbranson-bikinis-and-boq%2F) [![Frankfurt, Germany - May 17: Richard Branson, Founder And Presid](https://www.bluechipcommunication.com.au/hs-fs/file-3403284479-jpg/blog-files/bigstock-frankfurt-germany-may-r-7999047.jpg?width=740&height=493&name=bigstock-frankfurt-germany-may-r-7999047.jpg)](https://www.bluechipcommunication.com.au/hs-fs/file-3403284479-jpg/blog-files/bigstock-frankfurt-germany-may-r-7999047.jpg) **What does it mean to have a truly serious go at challenging the status quo in markets like banking and financial services? Sir Richard Branson is one person with some unrivalled insights. Which is why his forthcoming Australian visit bears close attention.** When Sir Richard Branson hits our shores next month he will no doubt be sitting down for a cup of tea with former CBA wealth execs Stuart Grimshaw and Brian Bissaker to teach them a thing or two from the Branson ‘Challenger Brand Playbook’. Not that you can expect to see the demure newly appointed head of Virgin Money Australia Brian Bissaker flanked by bikini clad models at the next Virgin credit card launch. Those publicity stunts have worked well for brand Branson in the aviation industry. But not so sure it's a strong goer for brand Bissaker in the world of life insurance and superannuation! No, the self-made Branson is more likely to want to impart to Stuart and Brian what it means to have a truly serious go at challenging the status quo in markets like banking and financial services. And the big four banks are in their sights. The challenger aspect of the Virgin brand proposition is the most interesting part of last week's announcement of Branson's sale of his Virgin Money Australia business to Bank of Queensland (BOQ). Does BOQ have the clout and resources to disrupt the big four bank stranglehold on the local market? Can it deliver a standalone challenger brand strategy without a fully national distribution footprint? Can funds management products be sold (bought) online? The answers to these key questions remain to be seen. Last week's deal appears to have been premised on future growth derived from going after the big four market share. And challenge they will, as this quote from BOQ CEO Stuart Grimshaw's press announcement confirms: “The acquisition of Virgin Money Australia immediately delivers increased geographic and income diversity, and allows us to fast track our existing multi-channel distribution strategy through access to an iconic brand and a business with proven capability in online customer acquisition and product distribution,” he said. “It will enable us to sell BOQ-manufactured banking products marketed under the Virgin Money Australia brand to customers who would be unlikely to walk into one of our branches, and provides a low risk, high potential entry point into online funds management distribution with an established brand.” The sale price of $40 million comprised $10 million in cash and $30 million in BOQ stock. Branson and BOQ also structured a future 40-year royalty payments scheme allowing BOQ to use the Virgin moniker to penetrate new markets with sales of financial products and services. So, can it work? Arguably, yes. Bissaker is a respected thinker and doer from the financial services industry with inside knowledge of the inner workings of vertically integrated banking systems and platforms. He knows where the Achilles heels are. Bissaker cut his teeth in wealth management manufacturing and distribution during the halcyon Bankers Trust days of the early 1990s. His technical knowledge of superannuation, for example, gives him an edge over many of his banking cohorts. The shift to running a direct marketing business will be an interesting stretch for Bissaker, who has worked primarily in the land of tied channels through adviser networks such as CFS and Count. And, as flagged in a recent [PRognosis ](https://www.bluechipcommunication.com.au/content_common/pg-frontandcentre/q1-2013.seo)post of mine, I believe the direct channel - enabled by new online technology and an empowered customer base - is ripe for the picking. I will watch this chapter unfold with great interest - bikini chicks or not. 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