The zoom on the flash does three things. First, it narrows or widens the beam spread. Second, it changes the effective range of the flash unit; at telephoto zoom ranges, both old (Vivitar 285HV for example) and modern flashes SB 800, EX 580 EX-II will be able to shoot flash exposures with accurate and repeatable results at LONGER distances than when their beam spreads are set wide; and third, zooming the flash to a wider or narrower beam changes the effective power, as measured by Guide Number. When bouncing flash off a high ceiling, it sometimes pays to zoom the flash to a normal to telephoto setting.
As I tried to explain to a 20-something forum member here a few days ago, the effective power of a speedlight is measured by Guide Number,and not by watt-seconds. Guide Number changes depending on the zoom setting. To use the GN to determine an exposure, divide the GN by the distance to the subject, in feet. With a 580 EX-II set to its 35mm zoom setting, the GN is 118; taking 118 and dividing it by 10 feet, means that at 10 feet, the correct exposure is f/11.8. With the flash set to its 14mm widest angle setting, the GN is 49, so 49 divided by 10 feet means an exposure of f/4.9 is needed.
Let's look at the Canon 580 X-II and real-world full-power manual Guide Numbers, measured in Feet, at ISO 100, and the various zoom settings. These Guide Numbers are for use in average-sized indoor rooms. In large, totally open areas or in small,confined spaces, GNs tend to go down,or up, respectively.
580 EX-II Guide Numbers at ISO 100, in Feet: Zoom of 14mm=49; zoom of 24mm=92; zoom of 28mm=98; zoom of 35mm=118; zoom of 50mm=138; zoom of 70=164; zoom of 80=174; zoom of 105mm=190.