4 weeks
Brand Positioning Sprint
Positioning statement, messaging house and proof points.
Scope this engagementAdvisory · Practice 01
Grow from what your customers actually think.
Marketing strategy, brand positioning and messaging built on real customer insight, not internal assumptions.
Spending more, but growth has stalled.
You're spending on marketing, but you're not sure which messages land, which segments matter most, or why growth has stalled. More data hasn't made the answer clearer.
I start with what your customers actually think, feel and do. Qualitative and quantitative research uncovers what drives their choices, and I connect those signals with your own data into one cohesive story your team can act on.
- Segments ranked by where growth really comes from
- A brand position your team can say in one line
- Messages tested before the budget goes behind them
- A clear read on where competitors are vulnerable
The decisions I help you make.
Every engagement starts from the questions your leadership team needs answered, and ends with a clear recommendation on each.
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01
Which customer segments deserve most of our budget?
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02
What should our brand stand for, and how do we say it?
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03
Which messages and channels move people to act?
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04
Where are competitors vulnerable?
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05
How is our reputation shifting, and what do we do about it?
Your best customers are rarely the biggest segment.
Segmentation shows who buys, why they buy and what it would take to win more of them. The group worth most of the budget is often not the largest one.
Fixed scope and clear deliverables.
Every engagement has a defined timeline and outcome agreed upfront. Scope can be combined or extended into an advisory retainer.
3 weeks
Growth Insights
Segment map, customer drivers and barriers, prioritized growth bets.
Scope this engagement2 to 3 weeks
Message Testing
Pre/post message test, winning claims and channel recommendations.
Scope this engagementFees are fixed and agreed upfront. See the three engagement models.
Understanding skiers across a regional destination
The challenge
A regional tourism board needed to understand who visits its ski resorts, why they come back, and how they compare them with competing destinations.
What we did
Analyzed visitor survey data across its resorts and built evidence-based visitor personas to guide marketing and product decisions resort by resort.
Outcome
1,200+
Skiers analyzed across multiple resorts, segmented into 4 visitor personas
The tools I bring to every brief.
Proven research methods, chosen for the question in front of us and read with senior judgment.
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01
Brand Essence & Positioning
What your brand stands for, who it is for and why it wins, written so every team can use it.
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02
Voice of Customer
Interviews and surveys that capture how customers describe their needs, in their own words.
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03
Reputation Management
A steady read on how your reputation is shifting and what is driving the change.
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04
Pre/Post Test
Messages and campaigns measured before and after exposure, so you know what moved people.
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05
Sentiment Flow Analysis
How opinion about your brand and category moves over time, and where it turns.
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06
Media Mix
Which channels earn their share of the budget, and which should give it back.
Everything you take back to your team.
Clear outputs your team can put to work the week the engagement ends.
- A positioning statement and messaging house
- Proof points for every key claim
- A segment map with priorities
- Customer drivers and barriers
- Winning claims from the message test
- Channel recommendations tied to the plan
“Most companies don't lack data. They lack a clear answer.”
Marcello Sasso, founderQuestions about marketing strategy work.
Still deciding? A 30-minute call is usually enough to know whether I can help.
Book a strategy callWhat does a marketing strategy engagement include?
It includes the research, the analysis and a clear recommendation. Depending on the question that means a segment map, a positioning statement and messaging house, or a message test with winning claims and channel recommendations, all agreed in scope before we start.
How long does it take?
Most engagements run 2 to 4 weeks. Message Testing takes 2 to 3 weeks, Growth Insights 3 weeks and a Brand Positioning Sprint 4 weeks.
Do you run new research or use what we already have?
Both. I start with your existing data and prior research, then add interviews or surveys only where the question calls for it. Research costs such as survey panels are passed through at cost.
How is AI used in this practice?
Lime-Ink™, my multi-agent AI platform, can analyze large volumes of customer feedback and build AI Personas to test messages early. Every finding is read with senior judgment and validated with human-led research where the stakes call for it.
Who will I work with?
You work directly with me, Marcello Sasso, from the first call to the final recommendation, with a vetted network of specialists where the work needs one.
Have a decision on the table?
A 30-minute call is usually enough to know whether I can help.
The Lime Brief
Short strategy notes for growth leaders, twice a month.
Book a strategy call
A 30-minute call to see if I can helpA 30-minute Microsoft Teams call with Marcello to talk through the decision you are facing. Pick any open time that suits you.
- 30 minutes
- Microsoft Teams
- No preparation needed