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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Stories, laughter, and Hollywood magic—with Ben Proudfoot and our favorite B2B storytellers.
The Art of Story
What Tech Can Learn from an Award-Winning Filmmaker
We believe every brand has an Oscar-worthy story—it just takes the right lens to tell it.
In partnership with two-time Academy Award-winner Ben Proudfoot, we gathered CMOs, CEOs, and CROs to explore what makes a story unforgettable—and how leaders can use that power to inspire connection, spark realization, and move people to act.
What unfolded was an evening of laughter, reflection, and genuine connection—proof that the stories that move us most are the ones that make us human.
Positioning Leader Spotlight
Gwen Lafage joined Sinch in 2021 to take on the enormous task of driving the company’s global brand after multiple acquisitions. Learn how Gwen is building a category worth nearly $3B in annual revenue.
The Importance Of Taking A Stance On AI
Co-CEO Ellie Victor illustrates why taking a stance on AI matters and how some businesses are leading the way.
Humane Planet: Thought Leaders for a Sustainable World
Learn why we’ve inspired and sponsored the Humane Planet Speaker Series, watch recordings, and hear what’s next.
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.
Our Position on AI
We’re champions of responsible AI and responsible communication about AI. We believe it’s imperative for every business to share its position on AI; here we share ours.
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.
Ellie Victor, CO-CEO of ZOOM Marketing accepted into Forbes Agency Council
Our Co-CEO Ellie Victor is now part of Forbes Agency Council—a select group of accomplished business owners and executives. Explore her Forbes articles for insights.
Get to Know ZOOM’s Storyteller Rockstar
Our very own Lori Smith has been an inspiring force behind ZOOM’s success since 2012. She’s led over 100 client projects and spearheaded ZOOM’s own marketing. An accomplished singer-songwriter, Lori is ZOOM’s rock star. Get to know her!
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.
Gen Z Reveals Emotional Intelligence in Classroom Positioning Assignment
We did a positioning workshop with a group of incredible teens at Pinewood High School. The results provide valuable insight into Gen Z.
How Data-Driven Positioning Boosts Customer and Community Support
The wonderful unintended consequences of positioning happen when all aspects of the business embrace it. Data-driven positioning helps brands win customer trust and loyalty—through support, community, and proof-backed messaging.
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.
2022 Year-End Review: Top 3 Trends in Product and Service Positioning
With 24 years in the biz, we've seen positioning strategies and word choices that make or break success. Here are the three hottest positioning trends we saw in 2022.
Something Old, New, Borrowed and Viral in Marketing
Ellie shares something old, new, borrowed and viral! Four stellar ways we’ve seen clients capture hearts and minds in their markets.
Positioning Leader Spotlight
When Scott joined ThoughtSpot as CMO the company had no revenue and 40 employees. Today this data unicorn has over $100M in revenue and a $4.2B valuation. How did he do it? We asked.
Lessons from Positioning Leaders
We reached out to 16 of our top C-level clients to get their secrets for rolling out new positioning. What sets the positioning leaders apart from laggards?
A ZOOM into 24 Years of “Then and Now” Moments
Take a ZOOM back in time and see what’s changed since we’ve built our hill in 1997.
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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