The Strategic Enemy - by Laura Ries (Hardcover)

About the Book

"To get people to fight for something, it will require them to reject something else--as some of the most successful brands have done, resulting in massive scaling and worldwide brand names. For people to accept positioning, they had to let go of advertising creativity being the best way to build a brand. This book is full of great brands that started off with the enemy in mind. Take Liquid Death, one of the most successful new water brands. Identifying the enemy was an essential part of the branding process. Liquid Death's enemy is plastic bottles, so they launched a water brand in cans. Now they have a great name and killer marketing, too. But would the brand be as successful if was sold in plastic bottles? I think not. Consumers are overwhelmed by choices and inundated with marketing messages. Despite the rise of positioning, most brands still focus on being better when the real advantage lies in being different. Using an indisputable difference to drive your brand into the mind is what finding an enemy is all about. So, buckle up. This book will show you how finding an enemy will make your brand something worth fighting for"-- Provided by publisher.

Book Synopsis

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 And despite an obsession with positioning amongst the world's most well-known companies, too many brands retain an outdated focus on "being better" and using "line-extensions" rather than on what really matters in the mind--being different than your strategic enemy.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

From the Back Cover

PRAISE FOR THE STRATEGIC ENEMY

"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

"Laura Ries is a brilliant branding strategist whose insights have shaped some of the world's most iconic brands. This book is a must-read playbook for anyone who wants to build a bold, unforgettable brand."
--Jo Ann Herold, Vice President of Marketing at Georgia State University, former CMO of Honey Baked Ham, Author of Future Purpose and Living On a Smile

"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

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