James Parnwell

James Parnwell

Rebranded and Reborn

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If there was ever a podcast episode that resembled War and Peace, this one has got to be it. For the ultrasound training company Zedu, there were a few years where it seemed like everything was against them.  

They faced detractors in the medical industry; identity theft by a competitorbusiness ‘divorce’; the 2019 bushfires; and the impact of COVID. But owners Suean Pascoe and Michael Duncan are not quitters.  

 All of these trials have helped them to refine their business, and build a vibrant, energetic brand that stands out in the market like a beacon.  

Key Moments

04:00 – A personal tragedy highlights the vital importance of ultrasound training.

09:50 – Backlash from industry professionals.

10:50 – Identity theft forces a company name change. 

20:04 – Family health crisis, cashflow troubles and business divorce. 

24:06 – COVID hits and forces Zedu to be closed for 292 days during lockdown. 

26:20 – Zedu goes online: “Trying to pivot education is like trying to turn the Titanic on a dime.” 

34:30 – Strength through hardship: “A tough sword has to go through fire – and they’ve put us through fire so look out!”

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James Parnwell
James Parnwell

James is the Managing Director and resident strategist at TheOnlineCo. He is clever and creative with a flair for making complex things sound simple. He has been in the marketing game for over 2 decades and has watched the landscape slowly shift. James has his finger on the pulse of every aspect within TheOnlineCo, meeting with all clients as well as every core team member and strategising a specific plan tailored to each client.

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