Fazer

Don't miss Craig Bagno, Head of Strategic Excellence, at Transform Live in NYC on October 8. He’ll highlight our proprietary methodology, De-Positioning, and how brands can start solving real customer problems to build a stronger competitive advantage. Secure your early bird tickets now → https://bit.ly/4kDh4Zo Explore the full agenda → https://bit.ly/3ZLOLjs

Luxury brands never discount. They sell an aspirational experience—not just a product. That experience must remain rare, intentional, and emotionally resonant. Explore the latest insights from Fazer's Chief Strategy Officer, Todd Irwin, to understand how luxury brands profit from the theater of exclusivity: https://lnkd.in/e8y8-_Pj #brandstrategy #luxurybrandstrategy #fazer

Brand outperforms everything else. Performance decays. Brand compounds. Lower CAC. Higher margins. Greater loyalty. But unfortunately, most companies still overfund performance and underfund brand. Why? Because performance feels immediate. And brand feels like a leap of faith. Here’s the hard truth... The companies that win build brand first. If you're chasing growth (and who isn't?).. this one is for you. Link to article in comments 👇 #brandstrategy #brandstrategy #growth #CMO #depositioning #brandvalue

The best brand wins. We're thrilled to sponsor Transform magazine Live North America 2025. Join us October 7th as we explore the most powerful way to build a brand. See you there!

The rosé is flat. The Palais is empty. The standing ovations have been replaced by spreadsheets. Somewhere, a global brand team is staring at this year’s Cannes winners and asking themselves the same question: “How do we get one of those?” It’s a fair question. Because whether you walked away with Titanium or walked away with nothing, one thing is clear: Cannes still matters. Not because of the trophies, but because of the ideas. Ideas that dominate culture, win love, grow business, and make people say, “We wish we’d done that.” And every year, most brands treat those ideas like lightning in a bottle. They shouldn’t. Craig Bagno, our Head of Strategic Excellence, on Cannes: https://lnkd.in/eumueF48

Tech companies mistake brand for voice, for visual brand identity, and for messaging. But brand is not how you sound. Brand is what you solve. And brand is how completely you solve it compared to everyone else. If you don’t solve customer pain points better, someone else will beat you to it. If you’re not solving, you’re just another logo with an AI badge. Read CSO Todd Irwin on how AI companies can brand to win through de-positioning. https://lnkd.in/ennipXAU

RIP bland booking aggregators and multi-tab discount hunting. Travly, a social-first travel platform led by Gen Z influencers, saw an opportunity to close the gap between travel voyeurism and travel reality. Fazer positioned the brand to embody the same wanderlust as Travly’s social media stars and set it apart from the engines of old. We crafted a narrative voice that shouted, “Life’s a trip. Come with!” and unified their distinct social media channels with a cohesive message and a visual system, creating a seamless path from scrolling to booking. https://lnkd.in/eYuVi4Bj

Spring water in a tallboy can wrapped in heavy metal fonts, skulls, flames, and a tagline that doesn’t pitch wellness or purity, but promises, quite simply, to “Murder Your Thirst.” At first glance, it looks like satire. A nihilistic prank from the creators of Jackass, perhaps. It’s not. It’s an executive masterclass in modern brand strategy. This brand didn’t just launch a product. It waged war on an entire category. And it won. Read Craig Bagno, CPG savant and our Head of Strategic Excellence, on Liquid Death: https://lnkd.in/eUyYCmSM

Here’s the hard truth most boardrooms quietly ignore: Your brand is either building equity, or burning it up. And in most cases, the savings you celebrate are far smaller than the losses you absorb. The brands that win—Apple, Uber, Netflix, Amazon—they aren’t just “known.” They’re relied on. Expected. Embedded in the customer’s life. They’ve been engineered to solve first. And as a result, their brand value is extremely high because it’s earned. The Full Fazer Insight by CSO Todd Irwin here: https://lnkd.in/eqDHBNGC

On the journey to custom tech development–from new consumer products to systems transformation–clients are notoriously left in the digital dark. Typical prestige consultancies spend more time diagnosing than doing the actual building, and off-shore dev shops enlist inferior talent, disappear, and reemerge with a product that’s been lost in translation. Not so at Lumenalta, a custom tech consultancy that builds products for Fortune 500s like Target. We created a strategic positioning platform that speaks to this real need for process transparency. We named it Radical Engagement. What does it mean? Clients are brought into the process with demos on Fridays and workshops on Mondays. With so many opportunities for interaction, the Radical Engagement model means more iterative problem-solving, quicker builds, and better results. Read more about how we illuminated Lumenalta’s tech-led, high-touch approach here: https://lnkd.in/erGv_4Y9