B2B marketers should shift their thinking about brand positioning from distinguishing a company from competitors to demonstrating "your company's strengths in relation to your customers' needs," Ardath Albee writes. Instead of writing an "about" paragraph that could apply to everyone in the space, think of positioning as "[t]he art of sharing your company's unique value in ways that resonate with your buyers, compelling them to engage, trust, and -- ultimately -- buy from you," she writes.

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