Ellie Victor, Cofounder and CEO of ZOOM Marketing, one of Silicon Valley's premier positioning agencies with hundreds of successful clients. I recently received an email from a CEO reflecting on a ...

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, ...

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 ...

To establish a true strategic advantage, leadership must analyze the organization through a structured strategic lens.

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 ...

JCPenney wants consumers to reconsider what they think they know about the 123-year-old department store chain. To do so, the retailer is launching an ambitious multistep marketing campaign that will ...

Having consulted with a wide range of companies and CEOs on business growth strategies, I’ve had the privilege of witnessing the transformative power of competitive intelligence firsthand. This ...

Dassault Systèmes (DASTY) primarily operates in oligopolistic niches, where it maintains what we view as a strong competitive position driven by high switching costs and distinguishes itself from ...