Summary of Andy Cunningham's Get to Aha!

By IRB Media

Please note: This is a companion version & not the original book.

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#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.

• Language: English
• Publisher: IRB Media
• Release date: Mar 25, 2022
• ISBN: 9781669373001

IRB Media

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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