Insights
Inspiration to drive business
Here’s what we’re thinking about as we work with some of the world’s coolest, high-growth companies.
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What Patagonia Teaches Us About Storytelling and Trust
Patagonia shows that great brands are built by what they do, not what they say. Ellie Victor explores three lessons leaders can learn from Patagonia about transparency, challenging industry assumptions, and building lasting credibility.
Beyond the Surface: Exploring the Similarities Between Scuba Diving and Positioning
ZOOM Co-CEO Nick Copping dives into how mastering the depths of both the ocean and customer insights can transform your strategy.
Why This VC is Investing in Humanity
Why do some VCs stand out from the rest? This firm does things differently, and it's not just about numbers.
How Do You Position When Tech is Moving at Warp Speed?
AI is moving so fast that clients are asking how they can position in the frenzy. Here are 3 strategic considerations from our Co-CEO Nick Copping.
The Positioning Playbook: How to Create a Guide That Aligns Your Organization
Just like a brand playbook spells out the key visuals, your positioning playbook spells out the words and emotions to use. Discover how to get everyone on the same page with data that backs up your story and download our free template!
Branding Vs. Positioning—and How to Seamlessly Blend Them
Our Co-CEO Ellie demystifies the distinctions between branding and positioning, two frequently intertwined concepts, in this Forbes article.
7 Signs It’s Time to Reposition
Over 25 years, we've discovered the 7 triggers to look for when considering repositioning, what works and why. We’ve outlined the questions you may be asking, with examples of how clients found the answers.
What Can We Learn about Brand Positioning from the Sport of Tennis?
In this Forbes piece, our co-CEO Ellie Victor looks to sports as a tangible teacher. Learn how the pros position on and off the court.
From Scientist to Marketer: The Data-Driven Journey of Nick Copping
Our Co-CEO Nick Copping started his career in upper atmospheric physics at NASA. How did he transition from collecting data in space to a career in technology and ultimately marketing? Follow his journey and fascination with data.
The Unintended Consequences of In-House Positioning
When positioning is developed in-house, it’s often undervalued and unadopted by folks who don’t agree. Using outside experts—and data—aligns leadership, streamlines marketing, and accelerates sales. Here’s why.
How Leaders Maximize Marketing Resources in Challenging Times
Learn how smart marketing leaders use positioning to maximize impact, stretch budgets, and grow through economic uncertainty.
Define Your Hill on Your Terms, Own Your Brand.
These case studies demonstrate the value of defining your own hill. These leaders have increased company value, streamlined the sales process, and aligned leadership around data-driven positioning.
On Demand ZOOMinar
How do you position for breakout growth?
Rick Schultz (CMO, Databricks) and Mandy Dhaliwal (CMO, Nutanix) share how they’ve led through market shifts, aligned their exec teams, and positioned their companies to scale from $100M to billions.
Watch now for real-world stories and fresh ideas you can use.
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