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 Positioning

Brand positioning is all about owning a single idea in the mind of the market. The most competitive brand positionings do two things at the same time. One: they solve for the most relevant needs of your target customer, whether its a desire or a pain point. Two: they highlight a positive about your company and that positive shines a negative light on your competitors. Now, this doesn’t mean negative campaigning it means highlighting an implicit competitive advantage. Let’s talk apples and oranges. Apple and orange juice are both sweet-tasting natural products. If natural, they are the better choice for you than soda and more exciting than water. So, why does OJ dominate the breakfast table? When you think orange juice what’s the first thing that comes to mind? Vitamin C. Boom—a powerhouse brand position. What doesn’t apple juice deliver? More vitamins. Starting your day off right means getting the vitamins you need. Customer pain point? Nutritious breakfast beverage. Competitor weakness? Less vitamin bang for the squeeze. Orange juice is the nutritious breakfast beverage and that’s depositioning done right.

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.