Todd Irwin

Background

About Todd Irwin

I transform how brands compete. For over three decades, I’ve worked at the intersection of strategy and market competition, helping Fortune 500s and high-growth startups navigate complexity to create competitive advantage. I’ve worked across sectors, from technology to luxury, finance to healthcare, and CPG to emerging markets, advising companies like Coca-Cola, Verizon, and Walmart, as well as VC-backed disruptors from the portfolios of Sequoia, Andreessen Horowitz, and Google Ventures. As the Chief Strategy Officer and Founder of Fazer, I’ve pioneered and developed De-Positioning, a methodology designed to make brands irresistible by solving customer pain points better than anyone else. This isn’t about differentiation. It’s about rendering competitors irrelevant through hard strategy, disciplined execution, and market intelligence. At Fazer, we work direct-to-leadership, helping executives sharpen their strategic position in an environment where the white space is gone, and competition is relentless. My upcoming book, De-Positioning: The Secret Brand Strategy for Creating Competitive Advantage, unpacks the principles behind this approach. It shows the most dominant brands don’t just compete, but control the terms of competition itself. We’re in an era where brand isn’t a marketing function, it’s a strategic lever for growth, trust, and market leadership. The companies that understand this shift will define the future of their industries.