Daniel Andrews this week insisted spin doctors had not helped him to craft key phrases that he has used during Victoria’s deadly coronavirus pandemic.

More fool the Premier, since a savvy marketing team would have advised him to stop using many of the repetitious slogans he mistakenly believes are serving him so well.

Having endured more than 100 daily coronavirus briefings, the public long ago deciphered Daniel Andrews’ pet phrases and now understand them to mean something very different to what the Premier intends when he routinely trots them out.

If the embattled Premier won’t take the advice of social researchers who were...