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

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 th...