The Strategic Enemy: How to Build and Position a Brand Worth Fighting for - Hardcover

by Laura Ries (Author)

"The next breakthrough in Positioning thinking. Laura Ries simplifies, amplifies, and challenges us to get serious about what we stand for."
--Seth Godin, Author, This is Marketing

Build a brand worth fighting for using the power of positioning and focus

Consumers are overwhelmed by choices and inundated with marketing messages. And despite an obsession with positioning amongst the world's most well-known companies, too many brands retain an outdated focus on "being better" and using "line-extensions" rather than on what really matters in the mind--being different than your strategic enemy.

In The Strategic Enemy: How to Build and Position a Brand Worth Fighting For, bestselling author and brand strategist Laura Ries delivers an exciting and powerful new discussion of how some of the world's most energetic brands make an impact in the market. She explains the key to effective brand positioning--identifying an "enemy"--and shows you how to use an indisputable difference to drive your brand into the minds of consumers. To get people to fight for something, it will require them to reject something else. Ries draws on her extensive experience in marketing and branding to show you how to develop a "visual hammer: " a crystal-clear image that distinguishes your brand from everyone else's. You'll also find:

• Illustrative case studies of real-world companies--like Liquid Death, the popular canned water brand, Chick-fila-A's "Eat More Chikin" campaign, Oatly's "Wow no Cow," slogan, and Nvidia, the leader in AI computing--that demonstrate how to effectively position using focus and a distinctive enemy (plastic bottles, beef, and dairy milk, respectively)
• Strategies to adapt to a constantly changing marketplace where trends, products, and customer needs shift every day
• How to keep your company from expanding or extending to such an extent that true differentiation is impossible

Perfect for branding and strategy teams, managers, executives, and other business leaders, The Strategic Enemy is also a must-read for marketing professionals, sales leaders, and anyone else with an interest in driving revenue at their company.

Front Jacket

POSITION A BRAND WORTH FIGHTING FOR

In today's oversaturated marketplace with countless brands battling for our attention, too many are still playing by outdated rules and claiming to be better. Yet, the most successful brands achieved greatness not by claiming superiority, but by boldly positioning against an enemy.

In The Strategic Enemy: How to Build and Position a Brand Worth Fighting For, positioning strategist and bestselling author Laura Ries delivers a fresh, fierce take on positioning. Building on the legacy of her father Al Ries, Laura shows why nothing forges a brand's positioning strategy like a clear-cut enemy.

From Liquid Death taking on plastic bottles, to SKIMS taking on traditional beige shapewear, to Oatly taking on cow's milk, to The Farmer's Dog taking on burnt brown balls, to Uniqlo taking on trendy fast fashion, to Salesforce taking down software, this book is packed with real-world examples and actionable strategies for success.

Some key principles and pitfalls include:

• Clarity Through Contrast. When you define what you're against, it becomes clear what you stand for.
• The Power of No. No is a hard line that instantly focuses your brand and makes the enemy clear.
• An Enemy Fuels Debate. Take a stand against an enemy and arm consumers to rally for your cause.
• Don't Be Your Own Worst Enemy. Brand line extensions dilute the focus of what your brand stands for in the mind.
• Wield a Visual Hammer. Visualize your positioning strategy to defend your brand from enemies that will attack.

Whether you're launching a startup, reinventing a legacy brand, or leading a category, The Strategic Enemy exposes how brands that pick the right fight don't just get noticed, they become unforgettable.

Back Jacket

PRAISE FOR THE STRATEGIC ENEMY

"The next breakthrough in Positioning thinking. Laura Ries simplifies, amplifies, and challenges us to get serious about what we stand for."
--Seth Godin, author of This is Marketing

"This is a remarkable playbook for anyone brave enough to define their brand by what they stand against. Laura Ries shows that choosing an enemy isn't about negativity--it's about clarity, courage, and standing for something that matters. If you want your brand to stand out, start here."
--Guy Kawasaki, Host of the Remarkable People podcast, Chief Evangelist of Canva, and bestselling author of Think Remarkable

"The Strategic Enemy by Laura Ries is a must-read. A sharp, modern guide to timeless positioning that actually works."
--Martin Lindstrom, New York Times bestselling author of Small Data and Buyology

"Laura Ries offers a fearless approach to brand strategy: Walk right up to the biggest bully you can find and punch him in the nose. This is differentiation on steroids, and it works."
--Marty Neumeier, author of The Brand Gap and Zag

"Laura Ries's book is different and distinctive. She has taken Al Ries's positioning to a new level. The book provides a huge number of fascinating company examples along with her insightful analysis of each case."
--Philip Kotler, Professor Emeritus of Marketing at the Kellogg School of Management

"In a world where brands are now living, breathing entities, it's not enough to simply stand for something. By standing against something you create a compelling, vivacious brand that people can root for. The Strategic Enemy unpacks some of the best examples in modern marketing and shows why the most powerful position is to push against another position."
--Andy Pearson, VP of Creative, Liquid Death

"A masterclass in strategic positioning from one of my favorite branding experts! The Strategic Enemy will help you stand out in a crowded world."
--Brian Scudamore, Founder and CEO, 1-800-GOT-JUNK? and O2E Brand

Author Biography

LAURA RIES is a world-famous positioning strategist, and bestselling author. In 1994, she joined her father, Al Ries, the legendary positioning pioneer and co-author of Positioning: The Battle for Your Mind. Since 2022, she continues her father's legacy as Chairwoman of RIES consulting, guiding the expansion and global influence of the leading positioning strategy firm. Laura has traveled to 60+ countries to consult with clients and speak on positioning. She appears frequently on CNN, Fox News, CNBC, and Fox Business to share her insights on marketing and branding. Visit Ries.com