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.
General
Imprint: |
McGraw-Hill Education
|
Country of origin: |
United States |
Release date: |
June 2023 |
Authors: |
Andy Cunningham
|
Dimensions: |
229 x 152 x 15mm (L x W x T) |
Pages: |
272 |
ISBN-13: |
978-1-265-77374-8 |
Categories: |
Books
|
LSN: |
1-265-77374-2 |
Barcode: |
9781265773748 |
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