GET TO AHA!
McGraw Hill (2018)
Reviewed by Paige Lovitt for Reader Views (10/19)
Mother, Mechanic, and Missionary. What do these three words have in common? They are all terms that can describe a company’s type of “DNA.” Each business needs to decide which type they are. Are they customer oriented, product oriented or concept oriented? In “Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition,” the author, and founder of a successful marketing and communication strategy firm, Andy Cunningham, teaches business entrepreneurs how to figure out their company’s DNA. This is done through “genetic” testing. This information will help them create successful marketing strategies involved with positioning, branding and communicating. After the genetic testing, the author will take you through the “Six C’s of Positioning.” From there you will move forward to create an accurate and successful positioning statement. It is important that companies position themselves first, before they begin branding. The last step is to bring it all to life with “positioning activation.”
Apple, Blackberry, Nike, Uber, LG, Samsung, Red Bull, Netflix, Logitech, Verizon, and Google are a few of the companies discussed. I found it extremely interesting to read the author’s views on how these companies positioned and branded themselves. I gained a great deal of insight from this information. It also gave me a lot of respect for some of the companies discussed, even if they do not have products which would be of use to me. Cunningham ends by providing an extensive discussion about six of her clients whose companies she helped with overcoming positioning issues. Each case study has its own unique story. Readers will gain confidence by seeing how this process worked to help other companies achieve success.
With “Get to Aha!,” Andy Cunningham uses her knowledge and extensive experience to offer companies well thought out and innovative marketing strategies to help them not only survive but become successful. She did a masterful job of being able to tie the science of DNA into marketing strategies. I realize that this makes the book sound extremely complex, but Cunningham does a masterful job of making her work interesting and easy to understand. You do not need a PhD in genetics nor an MBA to be able to understand and put the information presented into good use. This book is a must-read for business owners who want to gain an edge over their competition.