Andy Cunningham's article on neurosciencemarketing.com

ARTICLE ON NEUROSCIENCE MARKETING: GREAT MARKETING STARTS WITH GREAT POSITIONING Andy Cunningham

Who are you as a company? Why do you matter? These two simple questions are quite possibly the two most important ones that business leaders face today. Andy Cunningham

If you find that determining who you are and why you matter is tough, rest assured that you’re not alone. Andy Cunningham

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position (place) the product in the mind of the prospect. Andy Cunningham

Above all, we’ve come to understand that in the Digital Age, perceptions must reflect substance, not desire or spin. Andy Cunningham

Today’s market has too much access to facts and figures to afford companies the luxury of creating customer and prospect perceptions with advertising alone, as they so often did in the Andy Cunningham 1970s.

Positioning works in concert with its more emotive sibling, branding, which offers an emotional expression of a unique role and relevance through logos, look and feel, color palette, use of Andy Cunningham language, tone of voice, customer experience, and design.

Branding, in fact, may well be the most overused word in the marketing lexicon. Andy Cunningham