The Strategic Enemy: How to Build and Position a Brand Worth Fighting For

“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 aboutclarity, 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 and Chief Evangelist of Canva

“Many books have been written on branding. Laura Ries’s book is different and distinctive. She has taken Al Ries positioning to a new level. Laura recommends that your brand needs to offer a clear alternative to an ‘enemy’ brand or category. Devise a short snappy memorable message. Add a visual hammer to ‘stick’ the brand visually into the consumer’s memory. Laura’s 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 HoneyBaked Ham, Author of Future Purpose and Living On a Smile

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

“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

“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 best-selling author of Small Data and Buyology

“The Strategic Enemy nails the one thing most brands are too scared to do―draw a damn line in the sand. We built DUDE Wipes by calling out the enemy and taking a stance against the old guard. You need to read this book and do it too!”
―Sean Riley, Co-Founder and Chief Executive DUDE at DUDE Wipes

“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

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.