We position companies to win
Cunningham Collective is a boutique marketing firm with expertise in positioning. Using our unique DNA-based methodology, our team of strategists help companies differentiate themselves and authentically claim their place in the market. By working with you to pinpoint who you are and why you matter as a company, we create brands that stick and strategies that work.
Companies are like people. They have DNA, and that DNA is reflected in their behaviors. Just as knowing who you are at your core—an athlete or an engineer—enables you to be a better you, leaders who understand their positioning DNA can use it to align the C-Suite and determine their company’s competitive advantage.
Corporate DNA lies behind everything an organization does: how it is structured, how it hires people, how it measures success—even what’s covered in meetings. It is the single biggest factor when it comes to identifying a company’s role and relevance in the market and determining its optimal positioning strategy. The point of aligning with DNA is to attain a unique and authentic position in the market, resulting in genuine differentiation and competitive advantage.
This is where we come in. We specialize in helping clients determine what they’re made of, so they can make something of it.
Positioning is the epicenter of marketing. It tells you who you are and why you matter. More specifically, it articulates your company’s differentiated role and relevance in the market and helps define your brand (Skip Pritchard). Positioning is 100% rational; it is an articulation of your precise location in the marketing landscape. Through exploration of the Six Cs of positioning, we are able to identify your genuine differentiator and create a strategy to leverage it.
Without positioning, most marketing campaigns fall flat or simply don’t work. Developing a strong positioning strategy, communicated through a message architecture, is the first step in building an authentic narrative that will maximize your competitive advantage, align your company from within, and engage your target market.
Branding is not what you think it is. It’s not just design, it’s the entire emotional expression of your position. Through positioning we establish your marketing strategy. Branding follows, bringing that strategy to life with design: memorable tag lines, an impressive logo, credible tone of voice, emotional triggers, etc. A brand strategy expresses your unique position in the market in a way that resonates with and influences your target audience. It’s a yin and yang; positioning is yin (rational) and branding is yang (emotional). They’re two sides of the same coin, and you need both.
Our promise is to build a strong relationship between your organization and your constituents by establishing a deep connection rooted in purpose and powered by emotion.
Communication Strategy & ACTIVATION
What good is developing a solid marketing strategy without the ability to effectively communicate it to your stakeholders?
Cunningham Collective focuses on developing marketing strategies built on positioning. But we don’t stop there. Our roots run deep in communication, which gives us the ability to execute strategies and activate messaging properly for our clients. We leverage our skillset to ensure the implementation and success of every project. Our expertise—what sets us aside from our peers—is our ability to communicate, implement, and activate internal and external messaging effectively. Whether you’re introducing your employees to a new brand strategy or launching a new product, our strategists will work with you to communicate effectively so you’re always in control of what’s being said about your company.
Your story matters. Own it.