46 min listen
Positioning-Based Strategy with Todd Irwin
Positioning-Based Strategy with Todd Irwin
ratings:
Length:
35 minutes
Released:
Oct 10, 2022
Format:
Podcast episode
Description
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.
As We Wrap …
Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS.
Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and 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.
Did you hear something you liked on this episode or another? Do you have a question you’d 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.
On Brand is a part of the Marketing Podcast Network.
Until next week, I’ll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
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.
As We Wrap …
Listen and subscribe at Apple Podcasts, Spotify, Amazon/Audible, Google Play, Stitcher, TuneIn, iHeart, YouTube, and RSS.
Rate and review the show—If you like what you’re hearing, be sure to head over to Apple Podcasts and 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.
Did you hear something you liked on this episode or another? Do you have a question you’d 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.
On Brand is a part of the Marketing Podcast Network.
Until next week, I’ll see you on the Internet!
Learn more about your ad choices. Visit megaphone.fm/adchoices
Released:
Oct 10, 2022
Format:
Podcast episode
Titles in the series (100)
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