What Next? Brand De-Positioning and the Art of Competitive Advantage
Dec 6, 2025
Todd Irwin, a brand strategist and founder of Fazer, brings his creative background to the forefront as he discusses the transformative concept of depositioning. He argues for a shift from mere brand differentiation to problem-solving, emphasizing how brands can win by addressing customer pain points. Todd critiques the marketing industry's obsession with differentiation, using Apple as a prime example. With insights on the rise of AI and the importance of strategies that focus on solutions, he inspires both agencies and entrepreneurs to adapt for growth.
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From Band Chaos To Strategy
- Todd moved from art director to strategist after seeing teams compete instead of collaborate like a bad band.
- A director told him to get people to play together or they'd be out, which launched his strategy path.
Answer Economy Replaces Traditional Funnels
- AI-driven search creates an "answer economy" that surfaces solutions, not expressive brands.
- Brands must be rank-worthy by aligning precisely to customer problems before users reach their sites.
Think Better, Not Just Different
- Differentiation is often a seductive myth borrowed from Apple but misapplied by many brands.
- Apple didn't seek difference for its own sake; it sought to build plainly better solutions.
