We continue to maintain a cautious risk stance, with active risk of the 2024 positions below long-term levels. We increased our exposure to duration, which is now the largest contributor to active ...

Startup founders often lack time but they should invest resources in identifying a winning brand position that will then drive all their strategic decisions. A clear brand positioning statement can ...

A clear value proposition simplifies why customers should choose you. Tailor UVPs for brands, products or features to resonate effectively. Highlight unique benefits that solve customer problems ...

One of the most important aspects of marketing and communications is influencing the way customers (and potential customers) experience your brand. What comes to mind when they think of your brand?

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 ...