If you don't have a brand positioning, you won't have a brand for long. But what is brand positioning, and what are some of its most important elements?

Todd Irwin of Fazer (not "Frasier," as I erroneously pronounced it at first!) helps brands strategize their brand positioning all the time—as well as how to leverage a tactic he terms "de-positioning." We dive into what all of that means, why it's important, and how to work on it for your own brand.

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