Get to Aha!

Get to Aha!

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Cunningham, Andy McGraw-Hill Education, 2018 Audio summary available
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IN THIS SUMMARY

Just like people, companies have DNA, or specific characteristics that define who they are and the value they offer. However, many companies are not consciously aware of their DNA, and so they fail to address these important concepts when they develop their brand positioning. The result is inauthentic messaging that just doesn’t stick in the market. In Get to Aha!, author and marketing expert Andy Cunningham shares a simple and effective DNA-based positioning framework that can help any company position itself in a way that aligns with its DNA, delivers a compelling message to customers, and results in a competitive advantage.