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

  • 6h 40m 24s
  • Andy Cunningham
  • Recorded Books, Inc.
  • 2017

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).

In this Audiobook

  • Chapter 1: Great Marketing Starts with Great Positioning
  • Chapter 2: Core DNA Matters
  • Chapter 3: Genetic Testing
  • Chapter 4: The Six Cs of Positioning
  • Chapter 5: Positioning and Message Architecture
  • Chapter 6: Activation
  • Chapter 7: Genetic Engineering
  • Chapter 8: Cutting-Edge Revolutions
  • Chapter 9: Tile: Delivering Peace of Mind
  • Chapter 10: BuildingConnected: Cutting Through the Noise
  • Chapter 11: Addepar: Weapon of Choice
  • Chapter 12: Synaptics: The Human Interface Revolution
  • Chapter 13: Retrotope: The Next Big Thing
  • Chapter 14: OpenGov: Charisma in Action