375: De-Positioning with Todd Irwin
Update: 2025-09-30
Description
On this episode of LID Radio Podcast, we're joined by Todd Irwin, author of De-Positioning: The Secret Brand Strategy for Creating Competitive Advantage.
About Todd Irwin
Todd Irwin is the Founder and Chief Strategy Officer of Fazer, a global brand strategy firm known for helping companies thrive in brutally competitive markets. After decades watching traditional positioning fail in the real world, he built a new model: De-Positioning. This methodology has helped Fortune 500 companies and disruptive startups turn customer pain into competitive advantage and leave their rivals behind.
About De-Positioning
In the book De-Positioning, Todd reveals the six principles of this strategy and shares real-world examples of why it works.
About Todd Irwin
Todd Irwin is the Founder and Chief Strategy Officer of Fazer, a global brand strategy firm known for helping companies thrive in brutally competitive markets. After decades watching traditional positioning fail in the real world, he built a new model: De-Positioning. This methodology has helped Fortune 500 companies and disruptive startups turn customer pain into competitive advantage and leave their rivals behind.
About De-Positioning
In the book De-Positioning, Todd reveals the six principles of this strategy and shares real-world examples of why it works.
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