De-Positioning by Todd Irwin presents a fresh perspective on branding and marketing by challenging the traditional concept of positioning. Instead of competing within crowded market categories, the book encourages businesses to create unique value by redefining customer expectations and differentiating themselves through innovation, authenticity, and meaningful experiences. Drawing on real-world business examples and strategic insights, Irwin explains how organisations can break free from conventional marketing approaches, build stronger customer relationships, and achieve sustainable competitive advantage. Written in a practical and engaging style, De-Positioning is an insightful resource for entrepreneurs, marketers, business leaders, and professionals seeking innovative strategies for long-term business growth and brand success.