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b'\\u201cThe biggest problem we marketers face today is trying to be all things to all people.\\u201d Andy\\xa0Cunningham\\xa0would know. She\\u2019s spent her career positioning brands. As the jacket of her book says: \\u201cTrust Andy. Steve Jobs did.\\u201d That\\u2019s right. Andy played a key role in the launch of the original Macintosh. We discussed all of this on this week\\u2019s episode of the On Brand podcast.\\nAbout Andy Cunningham\\nAndy Cunningham is the founder and president of Cunningham Collective, a marketing, brand and communication strategy firm dedicated to bringing innovation to market. She is also the author of\\xa0Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition\\xa0(McGraw-Hill), and the host of the popular podcast Marketing Over Ice.\\nAn entrepreneur at the forefront of marketing, branding, positioning and communicating \\u201cThe Next Big Thing,\\u201d Andy has played a key role in the launch of a number of new technology categories and products (including the Apple Macintosh) over the past 35 years.\\nToday she advises startups, serves on several corporate boards, is a Henry Crown Fellow and a trustee at the Aspen Institute. She is a graduate of Northwestern University and lives in Sausalito on an old wooden boat with her husband Rand Siegfried.\\nEpisode Highlights\\nIt\\u2019s easy to forget: \\u201cThe first six months of the Mac were another dismal failure.\\u201d\\xa0Andy reminded us of an early pivot of the now venerable brand that initially set out to replace the PC at work. \\u201cWe realized it wasn\\u2019t the computer for the rest of us. It was for the best of us.\\u201d This led Andy and the team to focus on the creatives who \\u201ceventually brought the Mac to work through the back door.\\u201d\\n\\u201cYou have to find your tribe.\\u201d\\xa0This now-accepted idea was pretty revolutionary at the time. But a lot has changed about how we build brands today.\\n\\u201cEverything today is a dialogue, not a broadcast.\\u201d\\xa0It\\u2019s about having a conversation with your customers and community. Speaking of the letter C \\u2026\\nThe Six Cs of Positioning.\\xa0Andy\\u2019s new book\\xa0Get\\xa0to Aha!\\xa0builds on the classic work of Al Ries and Jack Trout with a new framework for positioning brands today:\\n\\nCore\\n\\nCategory\\n\\nCommunity\\n\\nCompetition\\n\\nContext\\n\\nCriteria\\n\\nWhat brand has made Andy smile recently?\\xa0\\u201cCheddar \\u2014 it\\u2019s like CNBC for millennials.\\u201d They\\u2019re engaging and they know their tribe.\\nTo learn more,\\xa0check out\\xa0the website for her book\\xa0Get to Aha!\\xa0and her firm\\xa0Cunnigham Collective.\\xa0You can also\\xa0follow her on Twitter.\\nAs We Wrap \\u2026\\nBefore we go, I want to flip the microphone around to our community \\u2026\\nRecently\\xa0Steve Hutt\\xa0gave us a shout on Twitter for our episode featuring\\xa0Amber Armstrong of IBM Watson.\\xa0Thanks for listening, Steve!\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\n\\n\\nSubscribe to the podcast\\xa0\\u2013 You can subscribe to the show via\\xa0iTunes,\\xa0Stitcher, and\\xa0RSS.\\n\\n\\nRate and review the show\\xa0\\u2013 If you like what you\\u2019re hearing, head over to\\xa0iTunes\\xa0and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast?\\xa0Need a quick tutorial on leaving a rating/review in iTunes?\\xa0Check this out.\\n\\n\\nRemember \\u2013 On Brand is brought to you by my new book\\xa0\\u2014\\xa0Get Scrappy: Smarter Digital Marketing for Businesses Big and Small.\\xa0Order now at\\xa0Amazon\\xa0and check out\\xa0GetScrappyBook.com\\xa0for special offers and extras.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'