Get to Aha! (PB)
5/5
()
About this ebook
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.
Related to Get to Aha! (PB)
Related ebooks
Boring2Brave: The ‘bravery-as-a-strategy’ mindset that’s transforming B2B marketing Rating: 0 out of 5 stars0 ratingsFounder Brand: Turn Your Story Into Your Competitive Advantage Rating: 5 out of 5 stars5/5Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets Rating: 4 out of 5 stars4/5Baked In: Creating Products and Businesses That Market Themselves Rating: 0 out of 5 stars0 ratingsYour Brand Should Be Gay (Even If You’re Not): The Art and Science of Creating an Authentic Brand Rating: 5 out of 5 stars5/5X: The Experience When Business Meets Design Rating: 0 out of 5 stars0 ratingsObviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It Rating: 5 out of 5 stars5/5Bigger Than This Rating: 5 out of 5 stars5/5Lean Scaleup Rating: 0 out of 5 stars0 ratingsMOVE: The 4-question Go-to-Market Framework Rating: 5 out of 5 stars5/5The Hawke Method: The Three Principles of Marketing that Made Over 3,000 Brands Soar Rating: 0 out of 5 stars0 ratingsStoryBranding™ 2.0 (Second Edition): Creating Stand-Out Brands Through the Purpose of Story Rating: 4 out of 5 stars4/5Dim Sum Strategy: Bite-Sized Tools to Build Stronger Brands Rating: 0 out of 5 stars0 ratingsFriction: Passion Brands in the Age of Distruption Rating: 0 out of 5 stars0 ratingsThe Naming Book: 5 Steps to Creating Brand and Product Names that Sell Rating: 5 out of 5 stars5/5Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison Rating: 4 out of 5 stars4/5Jobs to Be Done: A Roadmap for Customer-Centered Innovation Rating: 3 out of 5 stars3/5Monetizing Innovation: How Smart Companies Design the Product Around the Price Rating: 5 out of 5 stars5/5The Indispensable Brand: Move from Invisible to Invaluable Rating: 4 out of 5 stars4/5Go Luck Yourself: 40 ways to stack the odds in your brand’s favour Rating: 0 out of 5 stars0 ratingsCustomers First: Dominate Your Market by Winning Them Over Where It Counts the Most Rating: 0 out of 5 stars0 ratingsLevers: The Framework for Building Repeatability into Your Business Rating: 4 out of 5 stars4/5Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age Rating: 0 out of 5 stars0 ratingsClone the Ace: A Battle-Tested Blueprint to Sell Digital Marketing Services like a Pro Rating: 0 out of 5 stars0 ratingsThe Solo Thought Leader Rating: 5 out of 5 stars5/5Find Your Red Thread Rating: 5 out of 5 stars5/5Simplify: How the Best Businesses in the World Succeed Rating: 4 out of 5 stars4/5
Business For You
Becoming Bulletproof: Protect Yourself, Read People, Influence Situations, and Live Fearlessly Rating: 4 out of 5 stars4/5The Five Dysfunctions of a Team: A Leadership Fable, 20th Anniversary Edition Rating: 4 out of 5 stars4/5Summary of J.L. Collins's The Simple Path to Wealth Rating: 5 out of 5 stars5/5Collaborating with the Enemy: How to Work with People You Don't Agree with or Like or Trust Rating: 4 out of 5 stars4/5Law of Connection: Lesson 10 from The 21 Irrefutable Laws of Leadership Rating: 4 out of 5 stars4/5Capitalism and Freedom Rating: 4 out of 5 stars4/5Crucial Conversations Tools for Talking When Stakes Are High, Second Edition Rating: 4 out of 5 stars4/5Confessions of an Economic Hit Man, 3rd Edition Rating: 5 out of 5 stars5/5Lying Rating: 4 out of 5 stars4/5Crucial Conversations: Tools for Talking When Stakes are High, Third Edition Rating: 4 out of 5 stars4/5Set for Life: An All-Out Approach to Early Financial Freedom Rating: 4 out of 5 stars4/5The Intelligent Investor, Rev. Ed: The Definitive Book on Value Investing Rating: 4 out of 5 stars4/5Robert's Rules of Order: The Original Manual for Assembly Rules, Business Etiquette, and Conduct Rating: 4 out of 5 stars4/5The Richest Man in Babylon: The most inspiring book on wealth ever written Rating: 5 out of 5 stars5/5Tools Of Titans: The Tactics, Routines, and Habits of Billionaires, Icons, and World-Class Performers Rating: 4 out of 5 stars4/5Carol Dweck's Mindset The New Psychology of Success: Summary and Analysis Rating: 4 out of 5 stars4/5The Everything Guide To Being A Paralegal: Winning Secrets to a Successful Career! Rating: 5 out of 5 stars5/5Your Next Five Moves: Master the Art of Business Strategy Rating: 5 out of 5 stars5/5Just Listen: Discover the Secret to Getting Through to Absolutely Anyone Rating: 4 out of 5 stars4/5Money. Wealth. Life Insurance. Rating: 5 out of 5 stars5/5How to Get Ideas Rating: 5 out of 5 stars5/5The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers Rating: 4 out of 5 stars4/5Nickel and Dimed: On (Not) Getting By in America Rating: 4 out of 5 stars4/5The Catalyst: How to Change Anyone's Mind Rating: 4 out of 5 stars4/5The 12 Week Year (Review and Analysis of Moran and Lennington's Book) Rating: 5 out of 5 stars5/5Limited Liability Companies For Dummies Rating: 5 out of 5 stars5/5Company Rules: Or Everything I Know About Business I Learned from the CIA Rating: 4 out of 5 stars4/5
Reviews for Get to Aha! (PB)
6 ratings0 reviews