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.
Advance Praise from Industry Leaders
Advance Praise from Industry Leaders
See why top experts hail The Strategic Enemy as the game-changing blueprint that transforms good brands into legendary ones.
"Laura has taken her father Al Ries’ positioning concept to a new level. She recommends that your brand needs to position itself as a clear alternative to an “enemy” brand or category in the mind. The book has a huge number of fascinating company examples along with her insightful analysis."
Philip Kotler
Professor Emeritus of Marketing at the Kellogg School of Management
"It’s no longer enough to simply stand for something. By standing against something you create a brand that people can root for. Laura 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
VP of Marketing, Georgia State University, Former CMO Honey Baked Ham
"A masterclass in strategic positioning from one of my favourite branding experts! The Strategic Enemy will help you stand out in a crowded world!"
Brian Scudamore
Founder & CEO, 1-800-GOT-JUNK? and O2E Brands
"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
"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, the Remarkable People podcast, Chief Evangelist, Canva
"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
"Laura has taken her father Al Ries’ positioning concept to a new level. The Strategic Enemy 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
"It’s no longer enough to simply stand for something. By standing against something you create a brand that people can root for. She 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
VP of Marketing, Georgia State University, Former CMO Honey Baked Ham
"A masterclass in strategic positioning from one of my favourite branding experts! The Strategic Enemy will help you stand out in a crowded world!"
Brian Scudamore
Founder & CEO, 1-800-GOT-JUNK? and O2E Brands
"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
"This is a remarkable playbook for anyone brave enough to define their brand by what they stand against. Laura 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, the Remarkable People podcast, Chief Evangelist, Canva
"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
"Laura has taken her father Al Ries’ positioning concept to a new level. She recommends that your brand needs to position itself as a clear alternative to an “enemy” brand or category in the mind. The book has a huge number of fascinating company examples along with her insightful analysis."
Philip Kotler
Professor Emeritus of Marketing at the Kellogg School of Management
"It’s no longer enough to simply stand for something. By standing against something you create a brand that people can root for. Laura 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
VP of Marketing, Georgia State University, Former CMO Honey Baked Ham
"A masterclass in strategic positioning from one of my favourite branding experts! The Strategic Enemy will help you stand out in a crowded world!"
Brian Scudamore
Founder & CEO, 1-800-GOT-JUNK? and O2E Brands
"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
"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, the Remarkable People podcast, Chief Evangelist, Canva
"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, the Remarkable People podcast, Chief Evangelist, Canva
"Laura has taken her father Al Ries’ positioning concept to a new level. She recommends that your brand needs to position itself as a clear alternative to an “enemy” brand or category in the mind. The book has a huge number of fascinating company examples along with her insightful analysis."
Philip Kotler
Professor Emeritus of Marketing at the Kellogg School of Management
"It’s no longer enough to simply stand for something. By standing against something you create a brand that people can root for. Laura 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
VP of Marketing, Georgia State University, Former CMO Honey Baked Ham
"A masterclass in strategic positioning from one of my favourite branding experts! The Strategic Enemy will help you stand out in a crowded world!"
Brian Scudamore
Founder & CEO, 1-800-GOT-JUNK? and O2E Brands
"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
"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, the Remarkable People podcast, Chief Evangelist, Canva
"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, the Remarkable People podcast, Chief Evangelist, Canva
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