When it comes to positioning, any company other than “a first” will struggle to differentiate itself on features and product alone — especially in the B2B world awash in buzzwords and jargon and “my product stack is bigger than yours.” That’s why brand positioning is so important — and why brands should embrace some higher benefit that appeals to your audience on a deeper level. Shabnam Gideon, Strategy Director at Focus Lab, reads her article, “A Position On Positioning.”

This article was originally published to Focus Lab.

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Focus Lab is an established B2B brand agency that believes, without question, that the most successful companies are the ones who invest in branding. Focus Lab creates transformative B2B brands that resonate with their customers and stand out as industry leaders. Through a proven process, an all-senior team, and a shared commitment to create unforgettable experiences, we develop true partnerships that help B2B brands become their boldest, most original selves.

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