Positioning-Based Strategy with Todd Irwin

Todd Irwin is the Chief Strategy Officer and Founder of Fazer. The brand strategy agency has worked with Fortune 500 brands like Coca-Cola and Nike as well as SMBs and startups. Todd joined me this week on the On Brand podcast to discuss Fazer’s positioning-based brand strategy methodology.

About Todd Irwin

Todd Irwin is the Chief Strategy Officer and Founder of Fazer, a brand strategy and creative agency. He has developed a compelling brand strategy methodology that delivers business-to-brand strategic alignment to position companies more competitively in markets. Todd brings 30+ years of brand strategy experience, helping big brands such as Coca-Cola, Nikon, Verizon, Walmart, Pepsi, Ann Taylor, Macy's, Olive Garden, and The New York Times, as well as a host of SMBs and early-stage funded growth companies.

Episode Highlights

“Branding is a tangible asset,” Todd noted, defying the popular theory that brands are intangible—and thus not always seen as a valuable aspect of the business. “Brand is the product, the people—that’s value.” This also helps tell the value story internally.

High brand connection pays off. Todd cited research from Google and Gartner that showed a 500% gain in customers when they have a “high brand connection.”

Workshopping brand strategy. Todd stressed that it’s important to have leadership at the table. “You need the C-level, the chair, the founder. You need the vision.”

What brand has made Todd smile recently? Todd came prepared. “It’s easy to go to the Apples and Warby Parkers of the world,” Todd began before explaining that his smile came from the personal brand of Ken Burns after watching his recent Benjamin Franklin documentary.

To learn more, go to the Fazer website.

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Until next week, I’ll see you on the Internet!

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