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 Marketing

Performance marketing and brand marketing solve two separate problems. Performance marketing is transactional. It’s goal driven. It solves problems for you by making measurement the impact. Brand marketing is emotional. It’s relationship driven. It solves for your customers by making a meaningful impact. In today’s world, you’re selling to the most brand-literate consumers in history so sacrificing the integrity of your brand for short-term gains is the furthest thing from a sustainable growth strategy. In today’s digital world, which is incredibly spammy, brands that exude authenticity and are empathetic, de-position competitors who focus on cheap clicks, or click-bait. So, when positioned correctly, a sophisticated brand experience will drive customer decision-making all by itself.

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.