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 ...

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 ...

Joy is a powerful emotion and can play a major role in who—and what—a person chooses to surround themselves with. For marketers hoping to persuade their audience to make a purchase or identify with a ...