DNA is at the root of everything — in people as well as companies — when it comes to competitive advantage. In this episode of Marketing Live, Andy Cunningham, author of Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition, will discuss the positioning framework that she has developed over decades of working with technology companies in Silicon Valley. During this time, Andy has been at the forefront of tech and innovation, and she’ll share how lessons from these experiences can apply to higher education.


Marketing Live is sponsored by Funnelback

Episode Host

Rob Zinkan

Rob Zinkan

Rob Zinkan has been with Indiana University for 16 years and is currently in a system-wide role as associate vice president, marketing, where he leads Indiana University’s full-service internal marketing agency; works to develop, champion and deploy the university’s brand strategy; and acts as marketing liaison to the flagship campus leadership and marketing community. Previously, he worked at the campus level as vice chancellor for external affairs at Indiana University East and assistant dean for advancement at Indiana University–Purdue University Columbus (IUPUC). Rob earned his bachelor's degree from Wabash College, master's from Xavier University, and doctorate from Creighton University. He serves on the CASE Commission on Communications and Marketing, contributes to Inside Higher Ed's Call to Action blog, and serves on the conference committee for the AMA Symposium for the Marketing of Higher Education.


Andy Cunningham

Andy Cunningham is co-founder and president of Cunningham Collective, a marketing, brand, and communication firm dedicated to bringing innovation to market.

A marketing entrepreneur at the forefront of communicating the “next big thing,” Andy has played a key role in developing the branding and launch strategies of numerous game-changing technologies and companies, including Apple and Adobe.

She got her start in Silicon Valley in 1983, working with marketing legend Regis McKenna to help Steve Jobs launch the original Macintosh. When Steve Jobs left Apple to form NeXT and acquire Pixar, he chose Cunningham Communication, Inc., the public relations agency that Andy launched in 1985, to represent him.