Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition

Business & Finance, Marketing & Sales, Customer Service, Nonfiction, Computers, Internet, Electronic Commerce
Cover of the book Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition by Andy Cunningham, McGraw-Hill Education
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Andy Cunningham ISBN: 9781260031218
Publisher: McGraw-Hill Education Publication: September 29, 2017
Imprint: McGraw-Hill Education Language: English
Author: Andy Cunningham
ISBN: 9781260031218
Publisher: McGraw-Hill Education
Publication: September 29, 2017
Imprint: McGraw-Hill Education
Language: English

From the marketing strategist who helped Steve Jobs launch the original Apple Macintosh comes a groundbreaking guide to positioning any company for industry dominance

Andy Cunningham has been at the forefront of tech and innovation since day one, and she’s been helping companies create new product categories ever since. Now she reveals the winning framework she uses to transform markets and industries.

Get to Aha! shows how to establish the kind of foundation world-class brands are built on. Too many business leaders fail to ask the most basic questions about their company—Who are we? And why do we matter?—before they leap right into branding. Big mistake. A company must first know itself (establish its position) before it can express its identity (execute its branding).

There are three types of companies in the world, each with its own DNA: Mothers are customer-oriented, Mechanics are product-oriented, and Missionaries are concept-oriented―and it’s absolutely critical for business leaders to know which type their company is to create an authentic and ultimately “sticky” position in the market. A company’s DNA is the key to achieving this and with it, a competitive advantage. Why? Because if a Mechanic creates a marketing campaign based on its belief that it is a Missionary, the underlying positioning will not ring true and the company won’t gain a foothold in the market. But if a company positions itself in alignment with its DNA, it will resonate authentically and establish its role and relevance even in the face of a major competitor.

Get to Aha! presents a clear step-by-step framework that will help you determine your company’s precise position in the marketing landscape, using Andy’s DNA-based methodology. It takes you through the process of performing “genetic testing” on your company, examining the market through the six Cs of positioning, and developing your positioning statement—a rational, factual statement about your company’s role and relevance. Then and only then can you create a branding and marketing strategy that will build market momentum and crush the competition.

Trust Andy. Steve Jobs did.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

From the marketing strategist who helped Steve Jobs launch the original Apple Macintosh comes a groundbreaking guide to positioning any company for industry dominance

Andy Cunningham has been at the forefront of tech and innovation since day one, and she’s been helping companies create new product categories ever since. Now she reveals the winning framework she uses to transform markets and industries.

Get to Aha! shows how to establish the kind of foundation world-class brands are built on. Too many business leaders fail to ask the most basic questions about their company—Who are we? And why do we matter?—before they leap right into branding. Big mistake. A company must first know itself (establish its position) before it can express its identity (execute its branding).

There are three types of companies in the world, each with its own DNA: Mothers are customer-oriented, Mechanics are product-oriented, and Missionaries are concept-oriented―and it’s absolutely critical for business leaders to know which type their company is to create an authentic and ultimately “sticky” position in the market. A company’s DNA is the key to achieving this and with it, a competitive advantage. Why? Because if a Mechanic creates a marketing campaign based on its belief that it is a Missionary, the underlying positioning will not ring true and the company won’t gain a foothold in the market. But if a company positions itself in alignment with its DNA, it will resonate authentically and establish its role and relevance even in the face of a major competitor.

Get to Aha! presents a clear step-by-step framework that will help you determine your company’s precise position in the marketing landscape, using Andy’s DNA-based methodology. It takes you through the process of performing “genetic testing” on your company, examining the market through the six Cs of positioning, and developing your positioning statement—a rational, factual statement about your company’s role and relevance. Then and only then can you create a branding and marketing strategy that will build market momentum and crush the competition.

Trust Andy. Steve Jobs did.

More books from McGraw-Hill Education

Cover of the book McGraw-Hill's GMAT, 2013 Edition by Andy Cunningham
Cover of the book Teaching Shakespeare To Develop Children'S Writing: A Practical Guide: 9-12 Years by Andy Cunningham
Cover of the book Kelly's Dimensions of Professional Nursing, Tenth Edition by Andy Cunningham
Cover of the book 500 ACT Science Questions to Know by Test Day, Second Edition by Andy Cunningham
Cover of the book Pitching and Closing: Everything You Need to Know About Business Development, Partnerships, and Making Deals that Matter by Andy Cunningham
Cover of the book Schaum's Outline of Principles of Accounting I, Fifth Edition by Andy Cunningham
Cover of the book Fibonacci Trading, Chapter 3 - Fibonacci Price Retracements by Andy Cunningham
Cover of the book Printed Circuits Handbook, Seventh Edition by Andy Cunningham
Cover of the book Negotiating Skills for Managers by Andy Cunningham
Cover of the book Atlas of Pediatric EEG by Andy Cunningham
Cover of the book How to Make Money in Stocks and Getting Started by Andy Cunningham
Cover of the book Investment Banking Explained, Second Edition: An Insider's Guide to the Industry by Andy Cunningham
Cover of the book Microbiology PreTest Self-Assessment and Review 14/E by Andy Cunningham
Cover of the book Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics by Andy Cunningham
Cover of the book Speaking Irish by Andy Cunningham
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy