Be nice, be invisible—brand leaders pick a strategic enemy and own the category.
Buy the book The Strategic Enemy - How To Build & Position a Brand Worth Fighting For. By Laura Ries
In this episode, branding strategist Laura Ries (daughter of positioning pioneer Al Ries) breaks down why playing it safe kills momentum, how to define a category you can own, and how the psychology of contrast turns brands into movements. We dig into visual hammers, multi-brand vs. line extensions, and the bold decision to say no so a brand can finally say something.
You’ll learn:
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What a strategic enemy is (and isn’t)—and why it supercharges word-of-mouth
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How to choose the right category first, then dominate it with brand
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The role of a visual hammer (icon, color, shape) in instant recognition
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Why line extensions backfire—and when a new brand is the winning move
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How personal branding uses the same rules (signature look, ruthless focus)
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Why advertising should reinforce, not introduce, a positioning
