"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companies, too many brands retain an outdated focus on “being better” and using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.
About the Author
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
