Seen + HeardWe all know that strong brands need to meet four requirements: being credible, relevant, unique and deliverable in the market. Putting theory into practice, however, can be another matter.

Today’s Harvard Business Review blog looks at how dozens of leading brands created a winning niche by redefining–and owning–their category. It’s a great reminder to B2B marketers that sound messaging–and profitable branding–always start with effective organizational strategy.

Check it out. >>

Every Friday, Seen+Heard presents a link to some of the best B2B marketing thinking on the web. Have a great B2B article to share or a topic you’d like to see? Tweet me @ThinkSpringMktg or contact me.