Laura Ries is a globally recognized branding strategist, bestselling author, and chair of RIES—a firm renowned for pioneering the concept of brand positioning. Daughter of marketing legend Al Ries, Laura has spent decades helping companies build iconic brands and is celebrated for translating complex marketing concepts into clear, actionable strategies. Her soon-to-be-released book, The Strategic Enemy, explores why great brands succeed by defining what they stand against, not just what they offer.
On this episode we talk about:
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Why positioning and strategic focus outlast fleeting marketing trends
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How “defining your enemy” creates clear, memorable brands
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Common brand-killing mistakes (like overextending or chasing fads)
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Lessons from classic and booming brands—Chick-fil-A, In-N-Out, Oatly
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Why apprenticeships and real-world learning trump trendy marketing degrees
Top 3 Takeaways
1. Strategy beats tactics: A focused, differentiated brand positioning is timeless, while tools and platforms change.
2. Brands grow stronger by narrowing their focus and clearly defining what they are not—opposition is memorable.
3. Consistency and repetition are more powerful in branding than chasing every new trend or expansion.
Notable Quotes
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“People are much faster to understand opposition than superiority…saying what you’re different from is more powerful than saying you’re better.”
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“The biggest danger for any brand is falling in love with its own early success and overextending.”
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“Effective branding isn’t about saying more—it’s about saying one powerful thing well, over and over.”
Connect with Laura Ries:
Website: ries.com
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