{"product_id":"the-strategic-enemy-how-to-build-and-position-a-brand-worth-fighting-for-hardback-9781394323937","title":"The Strategic Enemy; How to Build and Position a Brand Worth Fighting For (Hardback) 9781394323937","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eThe Strategic Enemy\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eHow to Build and Position a Brand Worth Fighting For\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cem\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 aboutclarity, courage, and standing for something that matters. If you want your brand to stand out, start here.”\u003cbr\u003e—\u003cb\u003eGuy Kawasaki\u003c\/b\u003e, Host of the Remarkable People podcast and Chief Evangelist of Canva\u003c\/p\u003e \u003cp\u003e“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.”\u003cbr\u003e—\u003cb\u003ePhilip 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\u003eAndy Pearson\u003c\/b\u003e, VP of Creative, Liquid Death\u003c\/p\u003e \u003cp\u003e“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.”\u003cbr\u003e—\u003cb\u003eJo Ann Herold\u003c\/b\u003e, Vice President of Marketing at Georgia State University, former CMO of HoneyBaked Ham, Author of \u003ci\u003eFuture Purpose and Living On a Smile\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e“A masterclass in strategic positioning from one of my favorite branding expert! \u003ci\u003eThe Strategic Enemy\u003c\/i\u003e will help you stand out in a crowded world.”\u003cbr\u003e—\u003cb\u003eBrian Scudamore\u003c\/b\u003e, Founder \u0026amp; CEO, 1-800-GOT-JUNK? and O2E Brands\u003cbr\u003e\u003cbr\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\u003ci\u003e—\u003c\/i\u003eMarty Neumeier,\u003c\/b\u003e author of \u003ci\u003eThe Brand Gap \u003c\/i\u003eand \u003ci\u003eZag\u003cbr\u003e\u003cbr\u003e\u003c\/i\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\u003ci\u003e—\u003c\/i\u003eMartin Lindstrom,\u003c\/b\u003e \u003ci\u003eNew York Times\u003c\/i\u003e best-selling author of \u003ci\u003eSmall Data\u003c\/i\u003e and \u003ci\u003eBuyology\u003cbr\u003e\u003cbr\u003e\u003c\/i\u003e\"\u003ci\u003eThe Strategic Enemy\u003c\/i\u003e 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!\" \u003cbr\u003e\u003cb\u003e\u003ci\u003e—\u003c\/i\u003eSean Riley,\u003c\/b\u003e Co-Founder and Chief Executive DUDE at DUDE Wipes\u003cbr\u003e\u003cbr\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\u003c\/p\u003e \u003cp\u003e\u003ci\u003e \u003c\/i\u003e\u003c\/p\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eLaura Ries (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781394323937, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 15 September 2025\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e240 pages\u003cbr\u003e23.1 x 15.8 x 2.8 cm, 0.431 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\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\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003ePreface ix\u003c\/p\u003e \u003cp\u003eIntroduction xi\u003c\/p\u003e \u003cp\u003e1 The Mind Is Not a Computer 1\u003c\/p\u003e \u003cp\u003e2 The Category Folders in the Mind 15\u003c\/p\u003e \u003cp\u003e3 The Strategic Enemy 29\u003c\/p\u003e \u003cp\u003e4 Don’t Be Your Own Worst Enemy 45\u003c\/p\u003e \u003cp\u003e5 The Power of Saying No 65\u003c\/p\u003e \u003cp\u003e6 When You Focus, the Enemy Is Clear 79\u003c\/p\u003e \u003cp\u003e7 An Enemy Fuels Debate 103\u003c\/p\u003e \u003cp\u003e8 Wielding a Visual Hammer 125\u003c\/p\u003e \u003cp\u003e9 Nvidia: A Positioning Success Story 147\u003c\/p\u003e \u003cp\u003e10 Leadership Is Your Anchor 163\u003c\/p\u003e \u003cp\u003e11 Giving Birth to Your Own Enemy 175\u003c\/p\u003e \u003cp\u003e12 Getting Started: Strategy in Action 191\u003c\/p\u003e \u003cp\u003eNotes 199\u003c\/p\u003e \u003cp\u003eAcknowledgments 207\u003c\/p\u003e \u003cp\u003eAbout the Author 211\u003c\/p\u003e \u003cp\u003eIndex 213\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52460701352216,"sku":"9781394323937","price":16.59,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781394323937.jpg?v=1785458980","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/the-strategic-enemy-how-to-build-and-position-a-brand-worth-fighting-for-hardback-9781394323937","provider":"Freshly Printed Books","version":"1.0","type":"link"}