Brand & Positioning
Find the essential truth, clarify the position and build a strategy people can understand, believe and act on.
Gerard Schweitzer · RocketLust
Brand strategist,advisor andcompany builder.
For more than three decades, I’ve helped founders, leadership teams and agencies understand what makes a brand matter—and turn that understanding into decisions, communications and growth.
Experience30+ years across advertising, brand strategy, research and communications
AdvisoryTrusted by founders, leadership teams, agencies and investors
BuildingCo-Founder & CMO of causal AI company Simulacra
Selected experienceAmerican ExpressInterbrandHospital for Special SurgeryHSBCThe New SchoolGastrograph AIZirkova
Experience
Judgment built across disciplines.
Advertising, brand strategy, research, company building and AI—connected by one discipline: understanding people.
Audience & Research
Bring qualitative and quantitative evidence together to reveal motivations, audiences and opportunities.
Communications & Growth
Turn strategy into identity, voice and communications that earn attention, trust and momentum.
Company Building & AI
Help leaders make difficult choices, organize around what matters and use new technology without losing human judgment.
Selected work
Real work. Real stakes.
Strategy, positioning and communications shaped around the business—not a generic playbook.
Positioning · Narrative · Growth
Gastrograph AI
Helped translate a sophisticated intelligence platform into a clearer market story, brand system and customer-facing communications.
Long-term brand advisory
Zirkova
Brand and communications counsel through growth, market change and extraordinary conditions.
Brand building · Communications
Leblon
Distinctive category and campaign work built around Brazilian provenance, ritual and culture.
Company building · Causal AI
Simulacra
Co-founding a synthetic-data studio designed to help organizations test scenarios and make better decisions.
Advisory
Senior counsel, without the machinery.
Selective engagement for teams that need clarity, an experienced outside view and help moving forward.
Brand Strategy & Positioning
- Positioning and value proposition
- Category and competitive framing
- Brand architecture and narrative
Audience, Research & Insight
- Audience definition and segmentation
- Qualitative and quantitative research
- Insight synthesis and opportunity framing
Leadership, Communications & Growth
- Founder and leadership counsel
- Communications planning
- Agency and investor support
Client perspective
Credibility earned in the work.
“Gerry is the real deal—a full-stack marketing and branding executive.”Jason CohenFounder, entrepreneur and scientist
“He breaks through the clutter and distills complex human behavior into insightful strategic nuggets.”Steve LuttmannFounder, entrepreneur and author
Simulacra
Building what comes next.
As Co-Founder and CMO of Simulacra, I’m helping build a causal AI and synthetic-data platform for scenario modeling and more executable research.
Preserving the structure of realityThinking