When I first saw the new iinet campaign where they claim to be the new No.2 in DSL Broadband, I quickly knew I had to write a blog post about how similar this campaign is to the great Avis “we’re no.2 so we try harder” campaign from the 1960s.

Fortunately, my friends over at Marketing Magazine have already covered this angle which frees me up to look a bit deeper into why this strategy will work for iiNet.

Today a special guest post on the Paradox of Consumer Choice by Tara Miller, a recent psychology degree graduate and writer over at psychologydegree.net

The Australian Direct Marketing Association has now released the white paper that I wrote last year “The line doesn’t exist. An overview of how above-the-line media are becoming direct”

Made to Stick – Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath is a book that I had been meaning to read for a while, as it is promoted as a great supplement to one of my favourite books of all time: The Tipping Point by Malcolm Gladwell.

The book revolves around six key qualities of an idea that is made to stick, conveniently creating the acronym SUCCESs.