<p>Why most B2B positioning fails has less to do with the strategy itself and more to do with what happens after it leaves the room. April Dunford reveals why positioning must involve sales, product, marketing, and leadership—and how to turn positioning into a sales story that actually survives contact with customers.</p><p>You’ll learn:</p><ul><li>Build positioning around what customers actually choose you over</li><li>Align sales, marketing, product, and leadership around one clear position</li><li>Translate positioning into a sales pitch that reps will actually use</li><li>Test and refine your positioning with real qualified prospects</li></ul>

317 | Why Customers Buy and Brands Get Remembered with Katelyn Bourgoin

The Brand Master Podcast is a show dedicated to helping branding professionals and entrepreneurs to build brands using strategy, psychology, and creative thinking. Branding is far more than aesthetics. To build a brand that connects you need positioning, brand personality, a human persona and brand voice, communication and messaging frameworks, storytelling techniques. All of this and more are covered right here, through actionable tips, techniques, and systems. If you want to brand like a master, the brand master podcast will show you how. For more brand strategy resources visit www.brandmasteracademy.com