Most brands didn't have a marketing problem. They had a coordination problem. Agency for the ads, a freelancer on the feed, whoever was free on the landing page — every channel optimized for itself and none of it adding up.
The budget moved. The business didn't. By the time they called, the usual fixes had already failed.
I refused to treat any single channel as the job. One operator, the whole funnel — so the strategy that set the positioning was the same strategy that wrote the post, briefed the shoot, and chose the station to buy.
Most of the work happened before a single ad ran: market and competitor analysis, audience segmentation down to barriers and reasons to believe, a perception map, then a content and creative line everyone downstream could follow.