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 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