Seven ideas. Five minutes. To see if we’d work together.
01
The market doesn’t buy what you say. It buys what you are.
I help industrial and service companies become more recognizable, relevant, and harder to replace in the market.
Positioning, identity and communication that turn what a company truly has to offer into a clear, distinctive market position.
Strategic Communication Advisor.
At E.R. Services Group (ersg.it), I lead strategic communication from within.
I also work with companies that need to make their real value visible, relevant and unmistakable to the market.
02
The problem no one
calls by its name.
Sales are slowing down, but the product is good.
Talent is choosing your competitors.
You’ve been communicating for years, but the market
doesn’t perceive you as it should.
It’s not the product. It’s not the sales. It’s not the communication.
It’s a positioning problem.
A problem of how the market understands who you are, what makes you different, and why it should choose you.
03
Every memorable brand was born from a decision. Not a campaign.
I don’t work to fill channels. I work to build meaning.
Who to be. For whom. With what promise.
Without that decision, every euro just produces tidy noise.
Four problems I help solve:
Positioning
When the market doesn’t perceive the company’s real value.
Brand
When the company has grown but its identity hasn’t grown with it.
Strategic communication
When there’s communication, but no shared direction.
New market development
When entering another market takes more than translating the website.
04
Thirty years inside the problem. Not around it.
I’m Paride Raspadori, Strategic Communication Advisor.
For three decades, I’ve worked with brands, companies and communication teams from inside the problems communication has to solve.
Today, I also know that challenge from the perspective of business management, as a Board Member of E.R. Services Group.
05
I learned from the best.
I apply that experience to your business.
I’ve worked with international brands and companies undergoing transformation, across creativity, project management, strategy and communication management.
Volvo · Technogym · Philip Watch · Coppertone
Today, I put that experience to work for companies that need more than communication: a clear position in the market.
Understand who you really are as a brand. Position that space in the market’s mind. Communicate, only then.
If you communicate before positioning, you spend. You don’t build.
06
One case. One method that doesn’t change depending on who’s paying.
E.R. Services was a consultancy with expertise that was real, but invisible to the market.
I transformed it into a Group. Five integrated competencies. One single point of contact.
The problem: five competencies, one fragmented perception.
The decision: build a common position.
The result: five integrated competencies. One single point of contact.
The method: positioning → identity → architecture → communication.
I built it from within. No agencies. It’s not coincidence. It’s a method.
The same method, inside or outside. One way of thinking.
07
I’m not looking for more clients. I’m looking for the ones who won’t settle.
I work with CEOs and founders of industrial and service companies in Spain, Italy and across Europe.
Established companies that feel the market sees them as just another one.
I don’t work with those who chase visibility for its own sake.
Nor tactical solutions to strategic problems.
Nor with those unwilling to question their identity to build a stronger one.
Speaking my mind. On brand, market, strategy.
Ideas, analysis and perspectives on the problems that really matter to a brand.
Article 1:
How to build, in three years, a brand the market can’t ignore. A plan isn’t improvised. This is how an identity is built that lasts, phase by phase.
Article 2:
Does your best salesperson know how to explain what sets you apart in one sentence, without saying “quality”? If not, the problem isn’t the budget.
Your brand says who you are. Or it says whatever’s convenient.
If you’ve read this far, you probably recognise the problem. And you know it’s not solved with another content plan.
The first step isn’t a proposal. It’s a conversation, to understand where you are, where you want to go, and whether my approach can help you get there.