De-Positioning: The Secret Brand Strategy for Creating Competitive Advantage

“The most successful brands today don’t just meet consumer needs – they outmaneuver their competitors in the process. I had the privilege of working alongside Todd for years, applying his groundbreaking framework to some of the world’s finest luxury brands. The true magic lies in finding a unique space for your brand – one that honors its heritage while connecting powerfully to the future and staying deeply relevant to your audience. What Todd offers is more than strategy; it’s cultural shaping that drives business impact. By sharing his insights, Todd is redefining the boundaries of branding and marketing, inspiring a new generation to build the businesses of tomorrow – and ensuring that iconic brands remain timeless.”
– Kamel Ouadi, Chief Marketing Officer and Executive Committee Member at Devialet; former Chief Digital Officer at Louis Vuitton; and Founder of NOWNESS
 
“De-positioning explains why brands built on ‘vibes’ and other marketing fluff are doomed to fail. Brands that solve customer frustrations ignored by competitors, on the other hand, are well set for success.”
– Dan White, marketing expert, brand consultant, illustrator, author of The Smart Branding Book, and former Head of Expertise at Kantar
 
“De-Positioning is a simple and fool-proof way to keep a brand moving hard against any competitor. Simple, yes, but not always easy. In this book, Todd Irwin has broken de-positioning down into clear steps any brand can take. If your brand is ready to go head-to-head with your competitors, this is the guide that can help you win.”
– Nancy Hill, former President and CEO of the American Association of Advertising Agencies (4A’s); Founder of Media Sherpas; and former CEO of Marcus Thomas LLC
 
“I’ve always appreciated people that aren’t distracted by the happenings of the day – the industry trends, reports and gossip. Deep thinkers interested in offering a different path forward for those they serve. Todd is one of those people, critically dedicated and constructively present.”
– Flavia Barbat, Editor-in-Chief of Brandingmag and creator of the ‘editorial marketing’ mindset
 
“Todd has spent decades working on brands to help define their unique opportunity for growth. His de-positioning methodology has turned conventional brand planning on its head. It is THE playbook for any marketer in a highly contested space looking to break through to their most valuable customers.”
– Kamran Asghar, Global CEO and Cofounder of Crossmedia; Adweek’s 2022 Media Executive of the Year

“Todd Irwin is a strategist’s strategist. He doesn’t just break the rules – he tears them down and builds something sharper, smarter and more brutally effffffective in their place. In a marketing world drowning in buzzwords, clichés and crowdsourced conventional wisdom, Todd’s relentless clarity and contrarian courage are precisely what brands today desperately need. His pioneering idea of de-positioning is more than a strategic edge – it’s a competitive revolution. Todd shows that brands don’t win by politely differentiating; they dominate by clearly defining and exposing competitors’ weaknesses. This book is not just a marketing handbook; it’s a fiercely argued manifesto, a provocative call to arms, and an indispensable guide to winning by standing against.”
– Craig Bagno, Managing Director Global Strategic Excellence, McCann Worldgroup; and global strategy lead for Coca-Cola, Mastercard and IBM
 
“De-Positioning is a refreshing take on brand strategy that really hits home. Instead of chasing trends or flashy marketing gimmicks, Irwin shows how solving real customer problems is the key to lasting success. He breaks it down into six clear principles, backed by real examples like Apple, and makes it feel totally doable. If you’re serious about making your brand stand out and actually stick, this book’s a must-read.”
– Greg P. Licciardi, author of Achieving the Holy Grail of Marketing; Vice President of Partnerships at Worth Media Group; and Adjunct Professor of Marketing at Fordham and Seton Hall Universities