Image is based on substance, and substance is based on behavior.
The assignment the client gives is often not the real problem. Ninety-nine times out of 100, you have to figure out what it is. Cunningham also detailed case studies of her work with such companies as Cisco and Motorola , and she talked about why integrated marketing communications campaigns succeed and fail. IMC Chair Clarke Caywood, who hosted Cunningham and invited her to visit several classes, noted her philosophies match that of IMC rather aptly. A 1979 graduate of Northwestern University with a degree in English, Cunningham sits on the advisory board of IMC's Journal of Integrated Communications .