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 ...
Read More
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.
Read Less
Add this copy of Get to Aha! : Discover Your Positioning Dna and to cart. $2.87, good condition, Sold by ThriftBooks-Atlanta rated 5.0 out of 5 stars, ships from Austell, GA, UNITED STATES, published 2017 by McGraw-Hill Companies.
Add this copy of Get to Aha! : Discover Your Positioning Dna and to cart. $2.87, good condition, Sold by ThriftBooks-Dallas rated 5.0 out of 5 stars, ships from Dallas, TX, UNITED STATES, published 2017 by McGraw-Hill Companies.
Add this copy of Get to Aha! : Discover Your Positioning Dna and to cart. $2.87, very good condition, Sold by ThriftBooks-Baltimore rated 4.0 out of 5 stars, ships from Halethorpe, MD, UNITED STATES, published 2017 by McGraw-Hill Companies.
Add this copy of Get to Aha! : Discover Your Positioning Dna and to cart. $2.87, good condition, Sold by ThriftBooks-Baltimore rated 4.0 out of 5 stars, ships from Halethorpe, MD, UNITED STATES, published 2017 by McGraw-Hill Companies.
Add this copy of Get to Aha! : Discover Your Positioning Dna and to cart. $6.89, very good condition, Sold by BooksRun rated 4.0 out of 5 stars, ships from Philadelphia, PA, UNITED STATES, published 2017 by McGraw Hill.
Add this copy of Get to Aha! : Discover Your Positioning Dna and to cart. $12.49, very good condition, Sold by FirstClassBooks rated 4.0 out of 5 stars, ships from Little Rock, AR, UNITED STATES, published 2017 by McGraw-Hill Companies.
Add this copy of Get to Aha! : Discover Your Positioning Dna and to cart. $14.80, very good condition, Sold by TextbookRush rated 4.0 out of 5 stars, ships from Grandview Hts, OH, UNITED STATES, published 2017 by McGraw-Hill Companies.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
Very good. All orders ship SAME or NEXT business day. Expedited shipments will be received in 1-5 business days within the United States. We proudly ship to APO/FPO addresses. 100% Satisfaction Guaranteed!
Add this copy of Get to Aha! : Discover Your Positioning Dna and to cart. $15.94, good condition, Sold by SurplusTextSeller rated 4.0 out of 5 stars, ships from Columbia, MO, UNITED STATES, published 2017 by McGraw-Hill Companies.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
Good. Ships in a BOX from Central Missouri! May not include working access code. Will not include dust jacket. Has used sticker(s) and some writing or highlighting. UPS shipping for most packages, (Priority Mail for AK/HI/APO/PO Boxes).
Add this copy of Get to Aha! : Discover Your Positioning DNA and to cart. $24.25, new condition, Sold by Wize Books Limited rated 3.0 out of 5 stars, ships from Davis, CA, UNITED STATES, published 2017 by McGraw-Hill Companies.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
New in new dust jacket. Sewn binding. Cloth over boards. 272 p. Contains: Illustrations, black & white. Audience: General/trade. New 1st edition Hardcover book and DJ. All books Ship NEXT DAY from Wize Books USA (m-f excluding holidays-when ordered before 1 PM PST), and provides tracking, guarantee and our customer service department thanks you for this opportunity to serve you better.
