De-Positioning: The secret brand strategy for creating competitive advantage

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Revealing the most effective brand strategy that nobody talks about.

What is the secret brand strategy that the likes of Apple and Starbucks have adopted, but are reluctant to let the world know about? What is it that drives customers to choose your brand over the others? This book, by a leading branding practitioner and strategist, introduces the powerful strategy of De-Positioning that has been used by dominant brands.

De-Positioning is a branding strategy that addresses the most important things customers are looking for when they are on a buying journey: desires and pain points. In essence, De-Positioning is when you highlight a “positive feature” about a brand, and this positive feature shines a “negative light” on the competition. It highlights what your company can do for your customers that competitors cannot while appealing to their deepest needs, concern and desires. Your competitor’s weaknesses create the customer need or pain - a gaping hole in the market. You fill that gap by providing a solution that relieves the customers’ pain and satisfies their expectations.

By “de-positioning” your competitor, you gain advantage in your marketplace.

AUTHOR:
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.

ISBN: 9781917391184
Author: IRWIN, TODD
Format: Paperback
Publication date: 01/09/2025
RRP: $32.99
Pages: 160
Dimension: 216mm X 138mm
Imprint: LID Publishing