What is the brand strategy Apple, Starbucks, and other market leaders have mastered for decades, yet never name? It’s not differentiation. It’s not purpose. It’s something far more powerful—and in today’s hyper-competitive business world, it’s the only strategy that consistently wins.
It’s called De-Positioning: a method that turns your competitor’s strengths into liabilities while positioning your brand as the only solution your customer truly trusts. De-Positioning works by identifying the most critical problem your customer needs solved, exposing how your competitors fail to solve it, and making your brand the clear, inevitable choice. When applied with discipline, it renders competitors irrelevant.
In this book, brand strategy veteran Todd Irwin shares the exact process he’s used to help Fortune 500 giants and disruptive VC-backed startups dominate their markets. He explains why “being different” no longer works, how to uncover your market’s Hero Pain Point, and how to build an unshakable competitive advantage rooted in hard strategy, not hype.
Drawing on three decades in the trenches and case studies from brands like Apple, Volvo, and Zoom, Irwin shows how De-Positioning becomes the unifying force behind every decision, message, and customer interaction. This is not a marketing gimmick—it’s a battle-tested, repeatable system for building a brand so ultra-relevant and trusted that your competitors fade into the background.
If you’re ready to stop fighting for attention and start dominating your market, this is your brand strategy playbook.
Todd Irwin is the founder and Chief Strategy Officer of Fazer, a leading New York-based brand strategy and creative agency, with focus in delivering competitive brand strategies.
“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
“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
