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

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

by Andy Cunningham


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Product Details

ISBN-13: 9781260031201
Publisher: McGraw-Hill Professional Publishing
Publication date: 10/13/2017
Pages: 272
Sales rank: 460,665
Product dimensions: 6.10(w) x 9.10(h) x 1.00(d)

About the Author

Andy Cunningham played a key role in the launch of the original Macintosh. Since then, she has been an entrepreneur at the forefront of marketing, branding, positioning, and communicating “The Next Big Thing.” The founder and president of Cunningham Collective, a marketing and communication strategy firm, she has helped introduce a number of new categories, including video games, personal computers, desktop publishing, digital imaging, RISC microprocessors, software as a service, very light jets, and clean tech investing.

Table of Contents

Foreword ix

Preface xi

Part I The Principles of Positioning

1 Great Marketing Starts with Great Positioning 3

2 Core DNA Matters 25

3 Genetic Testing 53

The DNA Test 61

The Genotype Test 69

4 The Six Cs of Positioning 75

5 Positioning and Message Architecture 95

6 Activation 123

7 Genetic Engineering 141

8 Cutting-Edge Revolutions 155

Part II Aha! in Action: The Practice of Positioning

9 Tile: Delivering Peace of Mind 167

10 BuildingConnected: Cutting Through the Noise 179

11 Addepar: Weapon of Choice 189

12 Synaptics: The Human Interface Revolution 199

13 Retrotope: The Next Big Thing 209

14 OpenGov: Charisma in Action 221

Conclusion 233

Acknowledgments 235

Index 237

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