{"product_id":"the-strategic-enemy-how-to-build-and-position-a-brand-worth-fighting-for-hardcover","title":"The Strategic Enemy: How to Build and Position a Brand Worth Fighting for - Hardcover","description":"\u003cdiv\u003e\u003cp style=\"text-align: right;\"\u003e\u003ca href=\"https:\/\/reportcopyrightinfringement.com\/\" target=\"_blank\" rel=\"nofollow\"\u003e\u003cb\u003eReport copyright infringement\u003c\/b\u003e\u003c\/a\u003e\u003c\/p\u003e\u003c\/div\u003e\u003cp\u003eby \u003cb\u003eLaura Ries\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\"The next breakthrough in Positioning thinking. Laura Ries simplifies, amplifies, and challenges us to get serious about what we stand for.\"\u003cbr\u003e \u003cb\u003e\u003ci\u003e--\u003c\/i\u003eSeth Godin, \u003c\/b\u003e Author, \u003ci\u003eThis is Marketing\u003c\/i\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eBuild a brand worth fighting for using the power of positioning and focus\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eConsumers 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 And despite an obsession with positioning amongst the world's most well-known companies, too many brands retain an outdated focus on \"being better\" and using \"line-extensions\" rather than on what really matters in the mind--being different than your strategic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.\u003c\/p\u003e \u003cp\u003eIn\u003ci\u003e The Strategic Enemy: How to Build and Position a Brand Worth Fighting For\u003c\/i\u003e, 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: \u003c\/p\u003e \u003cul\u003e \u003cli\u003eIllustrative 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)\u003c\/li\u003e \u003cli\u003eStrategies to adapt to a constantly changing marketplace where trends, products, and customer needs shift every day\u003c\/li\u003e \u003cli\u003eHow to keep your company from expanding or extending to such an extent that true differentiation is impossible\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003ePerfect for branding and strategy teams, managers, executives, and other business leaders, \u003ci\u003e The Strategic Enemy\u003c\/i\u003e is also a must-read for marketing professionals, sales leaders, and anyone else with an interest in driving revenue at their company.\u003cbr\u003e\u003cbr\u003e\u003c\/p\u003e\u003ch3\u003eFront Jacket\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003ePOSITION A BRAND WORTH FIGHTING FOR\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eIn 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. \u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eThe Strategic Enemy: How to Build and Position a Brand Worth Fighting For\u003c\/i\u003e, 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 \u003ci\u003eenemy\u003c\/i\u003e. \u003c\/p\u003e\u003cp\u003eFrom 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. \u003c\/p\u003e\u003cp\u003eSome key principles and pitfalls include: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cb\u003eClarity Through Contrast.\u003c\/b\u003e When you define what you're against, it becomes clear what you stand for.\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eThe Power of No.\u003c\/b\u003e No is a hard line that instantly focuses your brand and makes the enemy clear.\u003c\/li\u003e\n\u003cli\u003e \u003cb\u003eAn Enemy Fuels Debate.\u003c\/b\u003e Take a stand against an enemy and arm consumers to rally for your cause.\u003c\/li\u003e\n\u003cli\u003e \u003cb\u003eDon't Be Your Own Worst Enemy.\u003c\/b\u003e Brand line extensions dilute the focus of what your brand stands for in the mind.\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eWield a Visual Hammer.\u003c\/b\u003e Visualize your positioning strategy to defend your brand from enemies that will attack.\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003eWhether you're launching a startup, reinventing a legacy brand, or leading a category, \u003ci\u003eThe Strategic Enemy\u003c\/i\u003e exposes how brands that pick the right fight don't just get noticed, they become unforgettable.\u003c\/p\u003e\u003ch3\u003eBack Jacket\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003ePRAISE FOR THE STRATEGIC ENEMY\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"The next breakthrough in Positioning thinking. Laura Ries simplifies, amplifies, and challenges us to get serious about what we stand for.\"\u003cbr\u003e \u003cb\u003e--Seth Godin, \u003c\/b\u003e author of \u003ci\u003eThis is Marketing\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e\"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.\"\u003cbr\u003e \u003cb\u003e--Guy Kawasaki, \u003c\/b\u003e Host of the \u003ci\u003eRemarkable People\u003c\/i\u003e podcast, Chief Evangelist of Canva, and bestselling author of \u003ci\u003eThink Remarkable\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e\"\u003ci\u003eThe Strategic Enemy\u003c\/i\u003e by Laura Ries is a must-read. A sharp, modern guide to timeless positioning that actually works.\"\u003cbr\u003e \u003cb\u003e--Martin Lindstrom, \u003c\/b\u003e \u003ci\u003eNew York Times\u003c\/i\u003e bestselling author of \u003ci\u003eSmall Data\u003c\/i\u003e and \u003ci\u003eBuyology\u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e\"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.\"\u003cbr\u003e \u003cb\u003e--Marty Neumeier, \u003c\/b\u003e author of \u003ci\u003eThe Brand Gap\u003c\/i\u003e and \u003ci\u003eZag \u003c\/i\u003e \u003c\/p\u003e\u003cp\u003e\"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.\"\u003cbr\u003e \u003cb\u003e--Philip Kotler, \u003c\/b\u003e Professor Emeritus of Marketing at the Kellogg School of Management \u003c\/p\u003e\u003cp\u003e\"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. \u003ci\u003eThe Strategic Enemy\u003c\/i\u003e unpacks some of the best examples in modern marketing and shows why the most powerful position is to push against another position.\"\u003cbr\u003e \u003cb\u003e--Andy Pearson, \u003c\/b\u003e VP of Creative, Liquid Death \u003c\/p\u003e\u003cp\u003e\"A masterclass in strategic positioning from one of my favorite branding experts! \u003ci\u003eThe Strategic Enemy\u003c\/i\u003e will help you stand out in a crowded world.\"\u003cbr\u003e \u003cb\u003e--Brian Scudamore, \u003c\/b\u003e Founder and CEO, 1-800-GOT-JUNK? and O2E Brand\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eLAURA RIES\u003c\/b\u003e 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 \u003ci\u003ePositioning: The Battle for Your Mind\u003c\/i\u003e. 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\u003c\/p\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 240\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.86 x 9.13 x 6.34 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e September 16, 2025\u003c\/div\u003e\n            ","brand":"BooksCloud","offers":[{"title":"Default Title","offer_id":51964679651629,"sku":"9781394323937","price":27.39,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0938\/3185\/6429\/files\/the-strategic-enemy-how-to-build-and-position-a-brand-worth-fighting-for-hardcover-2520964.webp?v=1775476866","url":"https:\/\/ishookbooks.com\/products\/the-strategic-enemy-how-to-build-and-position-a-brand-worth-fighting-for-hardcover","provider":"iShook Books","version":"1.0","type":"link"}