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\u2019s positioning-based brand strategy methodology.\n\nAbout Todd Irwin\nTodd 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.\n\xa0\nEpisode Highlights\n\u201cBranding is a tangible asset,\u201d Todd noted, defying the popular theory that brands are intangible\u2014and thus not always seen as a valuable aspect of the business. \u201cBrand is the product, the people\u2014that\u2019s value.\u201d This also helps tell the value story internally.\nHigh brand connection pays off. Todd cited research from Google and Gartner that showed a 500% gain in customers when they have a \u201chigh brand connection.\u201d\nWorkshopping brand strategy. Todd stressed that it\u2019s important to have leadership at the table. \u201cYou need the C-level, the chair, the founder. You need the vision.\u201d\nWhat brand has made Todd smile recently? Todd came prepared. \u201cIt\u2019s easy to go to the Apples and Warby Parkers of the world,\u201d Todd began before explaining that his smile came from the personal brand of Ken Burns after watching his recent Benjamin Franklin documentary.\nTo learn more, go to the Fazer website.\nAs We Wrap \u2026\n\n\nListen and subscribe\xa0at\xa0Apple Podcasts,\xa0Spotify,\xa0Amazon/Audible,\xa0Google Play,\xa0Stitcher,\xa0TuneIn,\xa0iHeart,\xa0YouTube, and\xa0RSS.\n\n\nRate and review the show\u2014If you like what you\u2019re hearing, be sure to head over to\xa0Apple Podcasts\xa0and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.\n\n\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\n\n\nOn Brand is a part of the\xa0Marketing Podcast Network.\n\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices