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 PRSA’s Counselors to Higher Education

Episode Host

Rob Zinkan

Rob Zinkan

Rob Zinkan became vice president at RHB, a higher education marketing consultancy, in 2019. Rob has more than 20 years of experience in higher education administration, serving in senior leadership positions in marketing and advancement. He spent the last 17 years at Indiana University in both campus-level and system-wide roles, including assistant dean for advancement at Indiana University–Purdue University Columbus, vice chancellor for external affairs at Indiana University East, and most recently associate vice president for marketing in a university-wide capacity. Rob holds a doctorate from Creighton University, a master’s from Xavier University, and a bachelor’s from Wabash College. He serves on the CASE Commission on Communications and Marketing, contributes to Inside Higher Ed's Call to Action blog, and is 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.