Major Brian H. Cundiff received the Distinguished Service Cross for his extraordinary heroism and his exceptionally valorous actions on 1 April 1967 while serving as company commander during an attack by a numerically superior Viet Cong force near Ap Gu. At 0500 hours the Viet Cong began a barrage of 400 mortar rounds on Captain Cundiffís company. As the devastating shelling decreased, the insurgents launched a ferocious human wave attack which outnumbered the American battalion three to one. Wave after wave of insurgents penetrated the battalion with mortars, machine gun and rifle fire. Captain Cundiff, unrelenting to the overwhelming firepower of the enemy, engaged in fierce hand-to-hand combat, killing six Viet Cong. Although he was wounded three times, he continued to fight and rally his force. He moved among his men and mustered and effective defense which finally succeeded in repelling the enemy. Still refusing medical aid, Captain Cundiff called for artillery support and air strikes, then commanded a massive counterattack that pushed the Viet Cong back into a barrage of artillery and deadly air strikes. Captain Cundiffís inspiring leadership and dauntless courage were an inspiration to his men and led to one of the most decisive actions of the Viet Cong conflict. Captain Cundiffís extraordinary heroism and devotion to duty were in keeping with the highest traditions of the military service and reflect great credit upon himself, his unit, and the United States Army.

Major Cundiff joined the Legion of Valor in 1976.