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: Deep Storytelling

Newsflash: information is everywhere. Attention spans are shorter than ever. Very few people are going to take the time to read your whole website. Shocking, right? In a world of endless options and companies trying to win your loyalty, it’s increasingly hard for a brand to make a connection. The modern consumer has been exposed to so many forms of visual and textual manipulation they’re extremely resistant to ad-speak and bullshit. When someone takes the time to engage with your product, you only get one chance to make the first impression. From a brand storytelling standpoint, it’s your mission to convert everyone who gives you the chance to win them over. The clock is ticking. Messaging hierarchy is everything. You need to appeal to scanners, the dabblers, and the deep divers. Design your messaging so it clicks quickly. Then, back it up with easy to understand value offerings. And if people want more, make it easy to find. Don’t overwhelm with why you’re great. Find your one big idea and then create an information infrastructure to support it. Practice deep storytelling, for the win.

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.