Branding Strategies

De-positioning: The Most Effective Way to Position a Brand in Market

Ask not how your branding agency can help you change the world. Ask how your branding agency can help grow your business.


My twenty-plus years career running branding agencies have taught me what works and what doesn’t work in terms of positioning a business for growth. Many trends, perspectives, and buzzwords come and go. New ones continually pop up.


You’ve heard of approaches like disruption, differentiation, relevance, unique selling propositions, and personalization. But today, what you hear the most is brand purpose. Not just the what, how, or who the brand is, but the “why” you should care and how it makes the world a better place. This “why” is supposed to align with something bigger, which is more important than the straightforward selling of products.

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60-Second Brand Strategist: Brand Simplicity

There’s one thing all customers across all segments including b2b and b2c want, and that’s simplicity. This makes total sense. Our digital life is overwhelming and our brains don’t have the ability to handle the chaos. So our quest for simplicity keeps us focused on what matters.

Our experience of it shapes everything we choose and reject. Early on, Apple made this minimalist power move. They decided for the most part not to do social media. Their brand rejected distractions in order to streamline simplicity to the maximum extent possible and guess what? People pay more for this.

Because our brains aren’t equipped to handle the chaos, we crave solutions in a seamless, totally simplistic way. I don’t just mean uncluttered design, but seamlessness through and through. If your brain can’t deliver on simplicity, people won’t believe your product will.

Todd Irwin is the founder and Chief Strategy Officer at Fazer, a New York-based brand strategy and creative agency. Today, his focus is to deliver competitive brand strategies directly to the visionary leaders looking for growth. Fazer is a new-model agency championing a revolution in the agency industry by having branding experts lead marketing, advertising, digital, PR, and all the other teams with the ultimate purpose of helping its clients win.