Dan Monheit

Melbourne

Cofounder at Hardhat agency. Host at Bad Decisions podcast. Dad. Sneakers. Bikes. Coffee.

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Articles

Cheat Code: Why challenger brands should target the untargeted

Jul 8, 2024 | mumbrella.com.au | Rosie Drew |Dan Monheit

Opinion Instead of targeting the same old (young) audiences, go loud and proud after the forgotten segments, which market leaders consciously or subconsciously neglect, says Dan Monheit, CEO of Hardhat, the agency built for challenger brands.
Why you need to stop following the market leader

Jun 11, 2024 | theceomagazine.com | Dan Monheit

In the current economic landscape, retention naturally sits at the top of mind. Yet any visionary CEO worth their salt will still be on the hunt for the next engine to fuel growth, and it could be your CMO who proves instrumental in significantly contributing to your growth agenda.
Cheat Code: Why challenger brands needs extreme proof

May 27, 2024 | mumbrella.com.au | Lauren McNamara |Dan Monheit

Market leading brands are designed to appeal to the masses, which is all but impossible to do without making compromises. The bigger the brand, the broader the appeal, the greater the need to compromise. All of this compromising is what leaves market leaders operating with a ‘just enough’ mentality. Just enough customer service. Just enough personality in the brand. Just enough durability of the product. ADVERTISEMENTJust enough sustainability in the packaging. Just enough cheaper than the competition.
Cheat Code: Unscale to scale up

May 6, 2024 | mumbrella.com.au | Lauren McNamara |Dan Monheit

One of the blessings of being a market-leading brand is the ability to activate at scale. The downside is that often, this opportunity is an expectation. Whether developing new products, services or comms, market leaders feel compelled to create with an audience of millions in mind. Within these organisations, experience has shown me that even the edgy, agile, ‘test and learn’ initiatives carved out to the side are taken on with the knowledge that if they ‘work’, they’ll be rolled out more broadly.
Cheat Code: Challenging the big guns? Buddying up is your best bet

Apr 22, 2024 | mumbrella.com.au | Lauren McNamara |Dan Monheit

Without the monster budgets of your market-leading rival, buddying up with another challenger brand feels like an obvious play for creating talkability and gaining market share. When done right, the promise is certainly enticing: all the audience for half the price with a side serving of hype if it all goes well. But what are the essential ingredients for a successful, mutually beneficial brand partnership?
Cheat Code: The moment you own it, never let it go

Mar 25, 2024 | mumbrella.com.au | Lauren McNamara |Dan Monheit

If the headline has caused Enimem’s ‘Lose Yourself’ to start playing on the little iPod inside your mind, you’re very welcome. It’s a song about owning the moment, which is incredibly relevant for brands challenging the top dog in the battle for customers. When going up against the big guns, winning at every point of the customer journey is a fiscal impossibility, especially in this challenging economic climate.
Cheat Code: The marketing superpower of turning the positive into a negative

Mar 11, 2024 | mumbrella.com.au | Lauren McNamara |Dan Monheit

Professionally speaking, we marketing cats are a pretty upbeat bunch. Our jobs are centred around putting whatever product we’re being paid to represent in the brightest possible light: the newest, the fastest, the lightest, the cheapest, the one the coolest kids already have. Accentuate positives and eliminate the negatives. Don’t mess with Mister In Between.
Cheat Code: Steal a playbook, own a category

Feb 26, 2024 | mumbrella.com.au | Lauren McNamara |Dan Monheit

Every category has a playbook. Washing powders focus on stain removal, are mainly advertised on TV, and target busy mums. Meal kit services focus on offering variety, advertising on social media and targeting SINKS and DINKS. Deodorant brands focus on long-lasting performance, advertise during sport and target young, active men. It’s an unwritten but widely understood philosophy of ‘the way things are done around here’.
Default Bias: Weird thinking shortcut that stops you getting a better deal

Aug 23, 2023 | news.com.au | Dan Monheit

There is no denying that many Australians are feeling real pain with the ever-deepening cost of living crisis. Consequently, we’re consciously cutting back on shopping, eating out, buying new clothes and travel plans. Yet recent findings from Finder revealed that Aussies are losing out on millions of dollars by setting auto-renewals.
How an athlete mindset enhances business performance

Aug 2, 2023 | theceomagazine.com | Richard Triggs |Costa Vasili |Dan Monheit |Albert Myles Jr.

Skip to content Menu Close The world of business and sports may seem like two distinct arenas, but the mindset of successful athletes holds valuable lessons for CEOs and executives.