JUST Branding S06.E16 - De-Positioning: A Bold New Playbook for Brand Strategy with Todd Irwin
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Oct 2, 2025 In this enlightening conversation, Todd Irwin, Chief Strategy Officer at Phaser and author of De-Positioning, challenges conventional branding wisdom. He argues that traditional positioning strategies are faltering and instead promotes attacking norms to find your edge. Todd shares insights on how addressing core customer pain points can lead to significant brand growth and ROI. He provides actionable advice for founders and strategists, emphasizing the importance of integrating problem-solving into brand strategy. Get ready to rethink your branding approach!
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Differentiation Is A Borrowed Strategy
- Traditional positioning focused on differentiation no longer works because white space vanishes quickly.
- Markets copy differences fast, so being different is temporary and brittle.
Dominate By Solving One Pain Point
- Do focus on solving the customer's primary pain point rather than inventing uniqueness.
- Own the hero customer pain point and execute better than competitors to reposition the market.
Brief Creative Around Business Impact
- Creative work must be briefed to solve business problems, not just to be clever.
- Creative becomes more valuable when it communicates a singular, problem-solving idea tied to ROI.
