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For years, companies have been told to \u201cdifferentiate,\u201d meaning to stand out by being faster, cheaper, or better. In De-Positioning, Irwin argues that in oversaturated markets, companies can no longer win through strategies that emphasize \u201cdifferent.\u201d Different isn\u2019t enough. Irwin\u2019s proprietary methodology reveals how the world\u2019s most successful brands, such as Apple, Volvo, and Tesla, win by subtly redirecting the positions of competitors to strengthen their own.<\/p>\n
\u201cFor years, I watched traditional positioning fail brands in the real world,\u201d Irwin says. \u201cDe-Positioning was born out of the need for a strategy that actually works in today\u2019s brutally competitive markets. It challenges the old playbook and shows how brands can dominate by turning customer pain into their greatest competitive weapon.\u201d<\/p>\n
Rooted in behavioral science and the Engel-Blackwell-Miniard model of consumer behavior, Irwin\u2019s methodology turns decades of academic theory into a practical, repeatable system for winning market share. In accessible and engaging language, the book outlines six principles that define this approach, championing the customer, solving \u201chero\u201d pain points, understanding competitor weaknesses, and building coherence and integration across every brand touchpoint.<\/p>\n
The book has already drawn praise from industry legend Jon Bond, cofounder of the trailblazing agency Kirshenbaum Bond & Partners, whose work helped define modern advertising. Bond, who penned the book\u2019s foreword, calls De-Positioning \u201ca rare combination of strategic depth and real-world clarity\u201d and credits Irwin with articulating what marketers have long felt but couldn\u2019t name.<\/p>\n
De-Positioning has also received early endorsements from some of the world\u2019s foremost marketing thinkers beyond the advertising world. Erich Joachimsthaler, Ph.D., postdoctoral fellow at Harvard Business School, CEO of Vivaldi Group, and co-author of Brand Leadership, writes, \u201cIrwin is a master brand strategist. He shows how brands, when viewed as mental real estate in consumers\u2019 minds, deliver competitive advantage and enormous financial value for firms. Brilliant.\u201d<\/p>\n
With a mix of strategic insight, case studies, and actionable frameworks, De-Positioning offers business leaders a practical roadmap to redefine their markets and create lasting competitive advantage.<\/p>\n
De-Positioning: The Secret Brand Strategy for Creating Competitive Advantage is available now for preorder on Amazon<\/a> and Barnes & Noble<\/a>.<\/p>\n About Todd Irwin About Fazer Learn more at fazer.agency<\/a>.<\/p>\n SOURCE: Fazer<\/p>\n Related Images<\/p>\n
Todd Irwin is the Founder and Chief Strategy Officer of Fazer, a brand strategy firm that helps companies dominate in hypercompetitive markets. Over three decades, he has led strategy for Fortune 500 companies as well as venture-backed disruptors funded by Sequoia, Andreessen Horowitz, and Google Ventures. Irwin pioneered the strategic methodology known as De-Positioning, a rigorous, customer-first approach that flips traditional branding on its head. His work has been featured in The New York Times, Forbes, and MIT Technology Review. De-Positioning distills his three decades of experience into a playbook for leaders who want to stop competing and start controlling their markets.<\/p>\n
Fazer is a new model, global brand strategy firm that helps companies outsmart, not outspend, their competitors. Its proprietary De-Positioning methodology builds brands around customer pain points-transforming competitive weaknesses into enduring advantage. Founded by veteran strategist Todd Irwin, Fazer combines the rigor of a consultancy with the creativity of a boutique. Its senior-only team partners with ambitious leaders at brands like Verizon, Bang & Olufsen, and SiriusXM to redefine categories and create brands that win by design, not by chance.<\/p>\n<\/p>\n
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