Getting product and marketing teams on the same page is critical for a company's success. When they're not aligned, things can get messy: People misunderstand each other, resources get wasted, ...

B2B is famous for sticking doggedly to established marketing messages hewn from the rock of intransigence in the land that time forgot. But that’s no longer an acceptable position. And it’s no longer ...

For startups and established businesses, understanding the importance of segmentation is essential for the granular analysis of consumer demographics, behaviors, needs, and preferences. These insights ...

Ellie Victor, Cofounder and CEO of ZOOM Marketing, one of Silicon Valley's premier positioning agencies with hundreds of successful clients. There’s an interesting conundrum in the marketing world: ...

Every brand wants to be top of mind with potential customers. But this takes more than a catchy slogan or a sleek logo, especially when you're forging relationships with B2B clients. You need to ...

In the third article in a 2025 Consumer Outlook series, experts offer insights on how brand positioning must evolve with shifting markets. To read the first article in the series, click here. To read ...

There was a great book published back in 2001 called Positioning by Al Ries and Jack Trout. It emphasized the importance and impact of companies taking a unique position in the market, albeit through ...

Thought leadership is a better tool for positioning yourself in the eyes of your target audiences than your online bio or your LinkedIn profile and posts. If you’re not regularly producing thought ...