Summary of Andy Cunningham's Get to Aha! , livre ebook

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28 pages

English

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Please note: This is a companion version & not the original book.
Sample Book Insights:
#1 The two most important questions for business leaders are: who they are and why they matter. To respond, they must understand what their company does and how it is positioned vis-à-vis their competitors.
#2 The power of the yin and yang concept lies in the fact that the whole is greater than the sum of the two parts. It is the dynamic duality between the two halves that creates the whole.
#3 Positioning is not the same as branding. Positioning is the process of determining your ideal position in the market before developing a brand. Branding is the emotional expression of positioning, and when they come together, you have a sense of the company's identity as a whole.
#4 Companies are constantly spending money and resources on branding that doesn’t work. When a company begins the process of rebranding or refreshing its brand, its executives like to start with the look and feel of the brand, because logos and websites are the primary physical currency of a brand.

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Publié par	Everest Media LLC
Date de parution	28 mars 2022
Nombre de lectures	0
EAN13	9781669373001
Langue	English
Poids de l'ouvrage	1 Mo

Informations légales : prix de location à la page 0,0150€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

Extrait

Insights on Andy Cunningham's Get to Aha!
Contents Insights from Chapter 1 Insights from Chapter 2 Insights from Chapter 3
Insights from Chapter 1

#1

The two most important questions for business leaders are: who they are and why they matter. To respond, they must understand what their company does and how it is positioned vis-à-vis their competitors.

#2

The power of the yin and yang concept lies in the fact that the whole is greater than the sum of the two parts. It is the dynamic duality between the two halves that creates the whole.

#3

Positioning is not the same as branding. Positioning is the process of determining your ideal position in the market before developing a brand. Branding is the emotional expression of positioning, and when they come together, you have a sense of the company's identity as a whole.

#4

Companies are constantly spending money and resources on branding that doesn’t work. When a company begins the process of rebranding or refreshing its brand, its executives like to start with the look and feel of the brand, because logos and websites are the primary physical currency of a brand.

#5

Brand strategy firms typically start with the branding end of the marketing equation, instead of focusing on positioning to illuminate a company’s unique identity and competitive edge in the market. They do this because their core competency is design, not business strategy.

#6

Branding is the fun stuff, the emotional core of marketing. It encompasses everything from the solid, down-to-earth brown of the UPS logo to the sniffles elicited by Procter Gamble’s Pick Them Back Up commercial.

#7

Positioning is about sacrifice as much as it is about differentiation. You have to learn to sacrifice all the extra stuff, at least for the time being. Instead, what are you going to focus on now. What are you willing to let people see.

#8

Positioning is a precise explanation of what you offer and to whom, why your product or service matters, and how it differs from the existing alternatives. It is not marketing spin, but rather simple and cerebral.

#9

A positioning statement is the position your company takes in the world. It should be factual and logical, and it should reflect the company’s strategy. It should convey competitive differentiation, and it should convey who you are and why you matter.

#10

Companies have a DNA that reflects their creators, their environments, and their obstacles. It dictates the actions and outcomes of their work. To maximize competitive advantage, you must pinpoint that DNA and use it to your advantage.

#11

The easiest, highest-impact action a new chief marketing officer can take is to change the company’s logo or graphic design system. But tweaking the brand is not the most impactful thing for your company. Positioning is, and that’s why it needs to come first.

#12

To begin with, you must think of positioning as a point on a map. In essence, you are selecting a deliberate position within a landscape that is made up of several moving pieces. Your competitive advantage is the primary focus.

#13

Positioning is all about building a foundation around your competitive advantage before you take your campaign all the way out to the branding side. If the foundation is weak, or worse, not there at all, the house will fall.

#14

When a company is looking for transformation or a turnaround, it is crucial that it has a clear positioning. This is especially true for companies that are trying to find their place in a shrinking industry.

#15

The power of the DNA methodology lies in its ability to reveal the true nature of a company and create alignment within the C-suite. The underlying philosophy is that when you understand the essence at the core of the company, and work collaboratively with the leadership team to map out the road, magic happens.

#16

The best way to present your company's positioning is to keep it plain and simple. If you present it in a highly stylized way, you run the risk of skewing the reaction. The best way to avoid that outcome is to present the positioning in plain vanilla, as vanilla as possible.

#17

The process of positioning is a lot harder than the actual positioning itself. The C-suite has to understand where the campaign comes from. If they don’t have a stake in the outcome of the campaign, they won’t buy into it.

#18

Human DNA is ineffably complex, but its business equivalent is much simpler. There are only three types of companies in the world, each with its own distinctive DNA. Each type resembles its human counterpart, and knowing which type you are is helpful in developing a go-to-market strategy that sticks.

#19

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