Laura Ries is a globally recognized branding strategist, bestselling author, and president of Ries & Ries—the firm she leads alongside her father, legendary positioning pioneer Al Ries. In this episode, she unveils the powerful concept behind her latest book, The Strategic Enemy, and explains why great brands don't just stand for something—they stand against something. Discover how identifying a strategic enemy can give your brand clarity, focus, and unstoppable energy.
Today we discussed:
00:00 Start 00:52 Introducing Laura Ries 03:04 Defining a Strategic Enemy vs Competitor 03:37 Examples of Strategic Enemies in Branding 05:02 Understanding the Enemy as a Problem or Alternative 06:11 The Importance of Finding and Focusing on Your Enemy 06:52 Southwest Airlines: A Case Study in Focus and Enemy Positioning 08:08 Narrowing Focus as the First Step in Positioning 09:01 Category Importance and Brand Examples 12:46 Framework for Building a Brand and Finding Your Enemy 15:52 Entrepreneurial Success Stories: Airbnb and Others 18:33 Innovative New Brands and Category Ownership 20:40 Risks and Realities of Creating a Strategic Enemy
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