Exclusive interview with Andy Cunningham, the CEO of Cunningham Collective, a renowned expert in brand positioning, and author of the bestselling book “Get to Aha!”
Today, we have the privilege of delving into her early career journey and gaining insights into her invaluable experiences in the business world. With a remarkable background working alongside industry legends and being instrumental in launching groundbreaking products, Andy Cunningham’s journey is an inspiring testament to the power of innovation and entrepreneurship. Let’s dive in and learn more about her remarkable path to success and the valuable lessons she has to offer.
Can you share a bit about your early career journey and the steps you took to establish yourself in the business world?
I’m originally from the Chicago area and spent the early years of my career working for trade publications and, eventually, some well-respected PR agencies in the area. In the early 80s, my firm offered me the opportunity to move to California and cover the growing technology boom taking place in Silicon Valley. On that first trip to The Valley, I interviewed around and wound up taking a job working for the PR legend Regis McKenna. He hired me to help Steve Jobs launch the Macintosh. Little did I know then that account would change the trajectory of my life. I fell in love with innovation and entrepreneurship. Eventually, I felt ready to start my own public relations agency. And when Steve left Apple to form NeXT and acquire Pixar, he chose my firm, Cunningham Communication, to represent him. The rest, as they say, is history. I’ve gone on to have the opportunity to work with some of the most brilliant minds and influential companies of our time.
As a renowned expert in brand positioning and founder and CEO of Cunningham Collective, what advice would you give to entrepreneurs looking to build a strong and distinctive brand?
My advice for anyone looking to build a strong and distinctive brand is to put in the hard work to do it right the first time. It’s so tempting to dive straight into the visuals, the logo, the color pallet. But the visual brand will fall flat if it isn’t built on a strong, strategic foundation. That’s where positioning comes in. Start by getting honest with your leadership team about your company’s DNA, your purpose, vision, mission, and BHAG. These elements of your brand make up the North Star that should guide strategy going forward. Next, examine the market to understand your unique position of maximum opportunity. Articulate that position with a message architecture that outlines critical elements such as your target market, value proposition, differentiator, one-liner, etc. Then, and only then, should you start to think about how you want to express the brand creatively.
Positioning is the epicenter of great marketing, and great marketing is the epicenter of great business.
How does it feel to be an author today in the digital age with technology being so prevalent?
I have always wanted to be an author. I’m incredibly proud of how well the book has done, but moreover, I’m incredibly excited about the companies and teams it has helped along the way. I’ve always believed that my personal purpose is to help bring innovation to market. With this book, I know I’ve extended my ability to do so beyond consulting, which is immensely gratifying and exciting.
I tend to think Get to Aha! took me 30 years to accomplish because not only was the topic a big one to explore, but work and life took precedence. And writing and publishing a book is no small task. That’s one of the reasons why I’m so excited to watch technology continue to evolve in this space. I have always been inspired by human ingenuity and innovation, and that certainly remains true today, especially as I continue my journey as an author. Today, authors and creators have access to publishing opportunities that didn’t exist a few years ago. We also have so many more tools that can optimize the writing process or at least automate other areas of your life so you have more time to write. I think it’s an incredibly exciting time to be writing!
Looking ahead, what trends do you see shaping the future of brand positioning and marketing, and how should entrepreneurs prepare for these shifts?
I think positioning, particularly differentiation, will be critical going forward. The market is getting more and more saturated and there are more and more options for customers to choose from. Knowing who you are and why you matter as a company-and sharing it with the world- has never been more important.
Just as there are more competitors than ever before, there are also more channels of distribution than ever before. You must take advantage of this trend. The key to success in the digital age is going to be building a large digital footprint, built on strategy, of course. You must have a clear, concise, and compelling message that you share consistently and frequently across every channel you have access to. The takeaway here is really consistency and frequency of messages. Keep it short, keep it simple, and keep it consistent. If you say the same thing in 20 different ways, no one will remember who you are and why you matter. It’s like your audience is hearing the message for the first time every time. But if you say the same thing the same way 20 times, your audience will start to remember it. When you confuse, you lose. You must control the narrative.
To connect with the Cunningham Collective, visit cunninghamcollective.com
For press inquiries, contact Michael Beas of Atlas Elite Publishing via info@atlaselitepublishing.com
