As marketers, we’re always looking for ways to connect with our audience and set our company or brand apart from the competition. There are plenty of ways to go about that, but one of the most ...

Ellie Victor, Cofounder and CEO of ZOOM Marketing, one of Silicon Valley's premier positioning agencies with hundreds of successful clients. The other day, I caught up with a client we hadn’t worked ...

When asked to write a TV commercial for a car, Jeremy Clarkson, the presenter of the car show Top Gear, started the job with a complaint: “It’s a pretty car, but what they’ve done is put the engine ...