S06.E16 - De-Positioning: A Bold New Playbook for Brand Strategy with Todd Irwin

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.