Todd Irwin is a brand strategy veteran with over 30 years of experience who currently serves as the Founder and Chief Strategy Officer of Fazer, a New York-based brand strategy and creative agency. He is widely recognized for pioneering the De-Positioning methodology, a strategy designed to turn a competitor's strengths into liabilities. Professional Background Industry Expertise: He has led large-scale identity and strategy projects for Fortune 500 giants (including The Coca-Cola Company, Verizon, Walmart, and Nikon) as well as venture-backed startups from Sequoia Capital and GV (Google Ventures). Fazer Agency: Under Irwin's leadership, Fazer operates as a "new-model" agency where branding experts lead all other teams (advertising, PR, digital) to ensure a unified, competitive strategy. Author: He is the author of De-Positioning: The Secret Brand Strategy for Creating Competitive Advantage, released in November 2025.