Day of Consulting Workshop
the quickest way to get to Aha!
Using the methodology outlined in Andy Cunningham’s best-selling book, Get to Aha!, you’ll discover the positioning, communication and branding strategy to set your company up for success!
THE PRICE $15,000 for a principal
THE WHERE Your Digital Office
THE WHEN At your request
Marketing shouldn’t rely on a cookie-cutter strategy. What worked for one company isn’t guaranteed to work for you. In fact, your strategy should be different. Positioning is about finding the white space you can credibly own within your category. If another company beat you to market, they’ve already claimed their white space and copying their strategy won't get you anywhere. That’s okay. Together, we’ll find your place on the map and figure out how to articulate your role and relevance in a way that resonates with your audience.
Spend a day with one of our certified strategists or principals for a crash course in positioning and to jump start your communication strategy.
Our Day of Consulting service brings in a principal to guide your marketing and leadership team towards laying the foundation for a powerful positioning strategy.
WHAT YOU’LL ACCOMPLISH
In just one day, you will discover your corporate DNA and learn how to leverage it. You’ll learn the ins and outs of strategic positioning and how to articulate your unique role and relevance to your target audience. You’ll also learn to look at the market through six distinct lenses - Core, Category, Community, Context, Competition, and Criteria. We’ll walk you through Andy Cunningham’s tried and true framework and help build a Message Architecture, which is your blueprint for communication success. In addition to aligning your business and influencing potential customers, the Message Architecture will act as your messaging overview for years to come.
THE PROCESS
PRE-WORK
Our team will review internal documents provided in advance that are related to strategy and plans.
Our team will conduct a high-level review of the market and your company’s role in it to get up to speed on the company and its market position.
DURING THE WORKSHOP
Our team will lead a discussion in which we look at the market through the Six Cs of positioning: Core DNA, Community, Context, Category, Competition, and Criteria.
We will iterate on positioning and messaging: Purpose, Vision, Mission, Core DNA, Category, Differentiator, Target Market, Target Audience, Position, Value Proposition, and Key Messages.
We will collaboratively align on brand elements: Archetype, Attributes, Personality, Driver, Triggers, and Tone of Voice.
FOLLOW-UP
Our team will summarize the discussion in a follow-up document and outlined Message Architecture (positioning and brand elements).
The Cunningham Collective team will provide recommended next steps.