Andy Cunningham > Quotes

“Branding is the yang to positioning’s yin, and when both pieces come together, you have a sense of the company’s identity as a whole, an understanding of the essence of who and what that company is and what it stands for.”
― Andy Cunningham, Get to Aha!

“Most brand strategy firms 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, and when they are hired to “brand” a company, they do the best they can to ascertain its essence and develop a design accordingly. But they don’t dig into the DNA of the company, its business strategy, or why it matters in the market.”
― Andy Cunningham, Get to Aha!