Without an enemy your brand can't win.
Without an enemy your brand can't win.
Without an enemy your brand can't win.
Consumers are overwhelmed by choices and inundated with marketing messages. And despite an obsession with positioning amongst the world’s most well-known companies, most brands continue to focus on "being better" and "expanding the brand" rather than on what really matters - being different and distinctive in the mind of the consumer.
The mind understands opposition faster than superiority. Identifying the strategic enemy forces you to clearly define what you are not, which enables consumers to more easily understand what you are.
Position Your Brand by Picking the Right Fight
Inside The Strategic Enemy you'll learn:
How the consumer mind works and why being "better" isn't enough.
How the consumer mind works and why being "better" isn't enough.
How the consumer mind works and why being "better" isn't enough.
How the consumer mind works and why being "better" isn't enough.
Why a strategic enemy is critical to positioning success.
Why a strategic enemy is critical to positioning success.
Why a strategic enemy is critical to positioning success.
Why a strategic enemy is critical to positioning success.
Real world successes including Chick-fil-A, Liquid Death, and NVIDIA.
Real world successes including Chick-fil-A, Liquid Death, and NVIDIA.
Real world successes including Chick-fil-A, Liquid Death, and NVIDIA.
Real world successes including Chick-fil-A, Liquid Death, and NVIDIA.
Laura Ries
Laura Ries
Laura Ries
Leading positioning strategist and bestselling author
Leading positioning strategist and bestselling author
For over three decades, Laura has run RIES, a consulting firm founded with her late father Al Ries, the pioneer of positioning.
RIES consults with companies around the world on positioning strategy and Laura has traveled to over 60 countries to work with clients and to teach the fundamental principles of brand building. Laura is also is a frequent marketing analyst on major news programs.
For over three decades, Laura has run RIES, a consulting firm founded with her late father Al Ries, the pioneer of positioning.
RIES consults with companies around the world on positioning strategy and Laura has traveled to over 60 countries to work with clients and to teach the fundamental principles of brand building. Laura is also is a frequent marketing analyst on major news programs.
For over three decades, Laura has run RIES, a consulting firm founded with her late father Al Ries, the pioneer of positioning.
RIES consults with companies around the world on positions strategy and Laura has traveled to over 60 countries to work with clients and to teach the fundamental principles of brand building. Laura is also is a frequent marketing analyst on major news programs.
Pre-Order: The Strategic Enemy
How to build a brand worth fighting for.
How to build a brand worth fighting for.
How to build a brand worth fighting for.
In The Strategic Enemy: How to Build and Position a Brand Worth Fighting For, bestselling author and positioning strategist Laura Ries delivers an exciting and powerful new discussion of how some of the world’s most energetic brands make an impact and rally consumers to their cause.
She explains the key to effective brand positioning - identifying an “enemy”- and shows you how to use an indisputable difference and distinctive visual hammer to drive your brand into the minds of consumers.
Illustrative case studies like Liquid Death, Chick-fil-A, Salesforce, TikTok and Dude Wipes demonstrate how to effectively position your brand by identifying the enemy.
Why saying No is the best way to find your focus and identify the enemy.
How to keep your brand from becoming its own worst enemy due to excessive line-extensions.
When you are the leader, how to anchor your brand in the mind to protect it from enemies that will eventually attack.
In The Strategic Enemy: How to Build and Position a Brand Worth Fighting For, bestselling author and positioning strategist Laura Ries delivers an exciting and powerful new discussion of how some of the world’s most energetic brands make an impact and rally consumers to their cause.
She explains the key to effective brand positioning - identifying an “enemy”- and shows you how to use an indisputable difference and distinctive visual hammer to drive your brand into the minds of consumers.
Illustrative case studies like Liquid Death, Chick-fil-A, Salesforce, TikTok and Dude Wipes demonstrate how to effectively position your brand by identifying the enemy.
Why saying No is the best way to find your focus and identify the enemy.
How to keep your brand from becoming its own worst enemy due to excessive line-extensions.
When you are the leader, how to anchor your brand in the mind to protect it from enemies that will eventually attack.
In The Strategic Enemy: How to Build and Position a Brand Worth Fighting For, bestselling author and positioning strategist Laura Ries delivers an exciting and powerful new discussion of how some of the world’s most energetic brands make an impact and rally consumers to their cause.
She explains the key to effective brand positioning - identifying an “enemy”- and shows you how to use an indisputable difference and distinctive visual hammer to drive your brand into the minds of consumers.
Illustrative case studies like Liquid Death, Chick-fil-A, Salesforce, TikTok and Dude Wipes demonstrate how to effectively position your brand by identifying the enemy.
Why saying No is the best way to find your focus and identify the enemy.
How to keep your brand from becoming its own worst enemy due to excessive line-extensions.
When you are the leader, how to anchor your brand in the mind to protect it from enemies that will eventually attack.
In The Strategic Enemy: How to Build and Position a Brand Worth Fighting For, bestselling author and positioning strategist Laura Ries delivers an exciting and powerful new discussion of how some of the world’s most energetic brands make an impact and rally consumers to their cause.
She explains the key to effective brand positioning - identifying an “enemy”- and shows you how to use an indisputable difference and distinctive visual hammer to drive your brand into the minds of consumers.
Illustrative case studies like Liquid Death, Chick-fil-A, Salesforce, TikTok and Dude Wipes demonstrate how to effectively position your brand by identifying the enemy.
Why saying No is the best way to find your focus and identify the enemy.
How to keep your brand from becoming its own worst enemy due to excessive line-extensions.
When you are the leader, how to anchor your brand in the mind to protect it from enemies that will eventually attack.
Trusted by Industry Leaders
Trusted by Industry Leaders
See why companies come to RIES for positiong strategy and the courage to build brands worth fighting for.
RIES didn't just develop a tremendous visual hammer and battlecry, but they explained the reasoning, which provided me the confidence to be brave. I will never forget it.
Alvaro Aguilar
Founder, Curato de Kilo
RIES has world-class thought leadership in brand positioning and competitive marketing strategy. They shed a light on our most pivotal product brand launch. True visionaries.
Paul Kim
VP Strategy, Samsung
The RIES session experience was amazing. I definitely learned an incredible amount and we are so excited to put the strategy into practice!
Jonathan Weins
CEO, Pop Meals
When we were at crossroads, confused with what direction to take, RIES gave us the right direction.
R. G. Chandramogan
Founder & Chairman, Hatsun Agro Products
RIES didn't just develop a tremendous visual hammer and battlecry, but they explained the reasoning, which provided me the confidence to be brave. I will never forget it.
Alvaro Aguilar
Founder, Curato de Kilo
RIES has world-class thought leadership in brand positioning and competitive marketing strategy. They shed a light on our most pivotal product brand launch. True visionaries.
Paul Kim
VP Strategy, Samsung
The RIES session experience was amazing. I definitely learned an incredible amount and we are so excited to put the strategy into practice!
Jonathan Weins
CEO, Pop Meals
When we were at crossroads, confused with what direction to take, RIES gave us the right direction.
R. G. Chandramogan
Founder & Chairman, Hatsun Agro Products
RIES didn't just develop a tremendous visual hammer and battlecry, but they explained the reasoning, which provided me the confidence to be brave. I will never forget it.
Alvaro Aguilar
Founder, Curato de Kilo
RIES has world-class thought leadership in brand positioning and competitive marketing strategy. They shed a light on our most pivotal product brand launch. True visionaries.
Paul Kim
VP Strategy, Samsung
The RIES session experience was amazing. I definitely learned an incredible amount and we are so excited to put the strategy into practice!
Jonathan Weins
CEO, Pop Meals
When we were at crossroads, confused with what direction to take, RIES gave us the right direction.
R. G. Chandramogan
Founder & Chairman, Hatsun Agro Products
RIES didn't just develop a tremendous visual hammer and battlecry, but they explained the reasoning, which provided me the confidence to be brave. I will never forget it.
Alvaro Aguilar
Founder, Curato de Kilo
RIES has world-class thought leadership in brand positioning and competitive marketing strategy. They shed a light on our most pivotal product brand launch. True visionaries.
Paul Kim
VP Strategy, Samsung
The RIES session experience was amazing. I definitely learned an incredible amount and we are so excited to put the strategy into practice!
Jonathan Weins
CEO, Pop Meals
When we were at crossroads, confused with what direction to take, RIES gave us the right direction.
R. G. Chandramogan
Founder & Chairman, Hatsun Agro Products
Media & PR Inquiries
Media & PR Inquiries
Media & PR Inquiries
For media appearances, speaking engagements, or press-related inquiries, please contact:
For media appearances, speaking engagements, or press-related inquiries, please contact:
Press-Related
Norbert Beatty
Norbert Beatty
Fortier Public Relations
Fortier Public Relations
norbert@fortierpr.com
For media appearances, speaking engagements, or press-related inquiries, please contact Norbert Beatty at Fortier Public Relations:
Press-Related
Fortier Public Relations
Norbert Beatty
212-675-6460
norbert@fortierpr.com
Other Books from RIES
Positioning
Positioning: The Battle for your Mind is the book that continues to revolutionize the world of marketing. Instead of communicating the benefits of your brand, you need to look inside the mind of the consumer to find a position you can own.
Positioning: The Battle for your Mind is the book that continues to revolutionize the world of marketing. Instead of communicating the benefits of your brand, you need to look inside the mind of the consumer to find a position you can own.
Positioning: The Battle for your Mind is the book that continues to revolutionize the world of marketing. Instead of communicating the benefits of your brand, you need to look inside the mind of the consumer to find a position you can own.
The 22 Immutable Laws of Branding
How to build a product or service into a world-class brand.
This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding.
How to build a product or service into a world-class brand.
This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding.
How to build a product or service into a world-class brand.
This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding.
The Fall of Advertising
For years, advertising had been the key weapon in marketing. Not today.
Successful brands today are launched with PR. Advertising is best used after brands have already been built by PR.
For years, advertising had been the key weapon in marketing. Not today.
Successful brands today are launched with PR. Advertising is best used after brands have already been built by PR.
For years, advertising had been the key weapon in marketing. Not today.
Successful brands today are launched with PR. Advertising is best used after brands have already been built by PR.
Visual Hammer
McDonald’s golden arches. Coca-Cola’s contour bottle. Nike’s swoosh. Today, a visual hammer is the essential tool for nailing your brand into the mind.
McDonald’s golden arches. Coca-Cola’s contour bottle. Nike’s swoosh. Today, a visual hammer is the essential tool for nailing your brand into the mind.
McDonald’s golden arches. Coca-Cola’s contour bottle. Nike’s swoosh. Today, a visual hammer is the essential tool for nailing your brand into the mind.
RIES. Positioning Pioneers.
Ries © 2025
RIES. Positioning Pioneers.
Ries © 2025
RIES. Positioning Pioneers.
Ries © 2025
RIES. Positioning Pioneers.
Ries © 2025