S06.E16 - De-Positioning: A Bold New Playbook for Brand Strategy with Todd Irwin
Update: 2025-10-02
Description
What if the key to standing out wasn’t finding your niche… but attacking the norm?
Learn more at https://justcreative.com/podcast
In this provocative episode, we sit down with Todd Irwin, Chief Strategy Officer at Fazer and author of the new book De-Positioning (Amazon), to challenge the status quo of brand strategy.
Drawing on decades of experience with both global giants and venture-backed startups, Todd reveals why traditional positioning frameworks are falling short—and how De-Positioning flips the script.
You’ll learn:
- Why most brand positioning fails to drive real impact
- How to win by challenging category conventions
- What CMOs and founders get wrong about brand-growth alignment
- How to put De-Positioning into practice in your own brand today
Whether you’re a strategist, creative, or founder, this episode will give you a sharp new lens to rethink how your brand competes.
🎧 Tune in and get ready to play offense.
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