Doesn’t it seem strange that from the moment we’re born, we’re taught that following instructions is the right thing to do? In this episode, Mel and Dan discuss the authority bias, and why carrying around a clipboard could be the best thing you ever do.

Listen here.

By Dan Monheit, originally shared by Carsales.com.au 8.4.21

If you’ve been paying attention, you’ll have noticed the small but growing proportion of used cars onsite listed as ‘Certified Pre-Owned’, or CPOs for short. The Australian market is only now waking up to the power of certification, with just 3.7% of dealer cars advertised online here carrying the badge. Compare that to more mature markets like the US, where around 15% of online stock is ‘CPO’, and it’s clear that there’s plenty of room for growth.

Indeed, CPO vehicles were a boon for US dealers in 2020 as the COVID-19 pandemic…

By Dan Monheit 2.4.21

Question submitted by Nicole, Chatswood

Because it was. But that’s a bit unfair, because Kodak was a lot of other things too.

While today, ‘doing a Kodak’ is shorthand for a company failing to evolve fast enough, at various points in the past it could just as easily have meant ‘being one of the largest and most successful companies in the world’ (50 years ago, Kodak was the third largest company in the whole of America), ‘completely and utterly dominating a category’ (in 1976, Kodak held 85% of the entire camera market and 90% of film)…

By Dan Monheit, originally shared by Carsales.com.au 24.3.21

The Australian car market is running hot with new car sales rebounding, used car prices appreciating and enticing new models destined to hit Australian shores before year’s end.

Unpicking a survey of 9000 Australians, Dan Monheit weighs in on the key factors factors affecting consumers’ relationships with dealers and lessons the auto industry needs to hear.

By Dan Monheit, 19.03.21

Question submitted by Elliot, Preston

Because life is cruel Elliot. We all know it.

Remember that time you worked so hard to impress your new girlfriend’s parents at that fancy restaurant? Five courses over three hours and nobody thought to mention the poppyseed jammed between your two front teeth.

Or that time you tripped UP the stairs into your boss?
Or dropping that massive tray of drinks at the Christmas party?
Or spending an entire day, including multiple new business meetings, blissfully unaware of your wide open zipper.
Or the infamous ketchup stain incident?

Shall I…

Originally shared by CMO Magazine 16.3.21

There’s been much written about the need for modern marketers to take the lead on non-promotion Ps, with ‘Price’ sitting at the top of most lists. Unfortunately, there’s been far less written about how exactly they’re meant to go about it.

Until recently, pricing was comparatively straightforward. We lived in a world where it was hard to make things but easy to sell them. …

Originally shared on Campaign Brief 8.2.20

“Green’s Behind the Scenes” is the new brand campaign for Australia’s favourite baking brand, Green’s Baking, developed by Hardhat. The series of short films gives Aussie bakers a peek into the effort that goes into perfecting every recipe.

Hardhat led the creative and strategy, after winning a competitive pitch in late 2020. The campaign, which was produced in conjunction with animation specialists Flux, commenced roll out from February 7.

Says Glenn Dalton, executive creative director at Hardhat: “The brand campaign was created with the behavioural insight of ‘Effort Bias’ in mind, championing the extra…

Originally shared by Mumbrella 12.3.21

When stories go awry and brain fails take hold, Dare is positioning itself as the the fix to get consumers back on track.

A series of ads follow the classic formula of a blazer-donned narrator in an armchair, recounting a tale from an over-sized book, which eventually go wrong.

Anne Scott, Dare brand manager at Bega Dairy and Drinks, said: “Dare has a brand purpose centred on mental clarity and Dare is on a mission to fix those daily brain fails, no matter how big or small. …