The Duct Tape Marketing Podcast The Secret Weapon of Great Brands
Aug 6, 2025
Laura Ries, a renowned branding strategist and author, shares her insights on effective brand positioning. She introduces the concept of a 'strategic enemy,' showing how brands can gain clarity and focus by identifying what they stand against. Through examples like Southwest Airlines and Airbnb, she illustrates how narrowing focus can lead to entrepreneurial success. The discussion also highlights the importance of innovative branding strategies in a competitive market, encouraging businesses to adapt and stand out.
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Defining Strategic Enemy
- A strategic enemy differs from a competitor; it's a critical focus in brand strategy.
- Identifying an enemy creates a contrast that clarifies a brand's unique position.
Liquid Death's Enemy Strategy
- Liquid Death brand positions plastic bottles as their strategic enemy.
- They promote aluminum cans as a sustainable alternative.
Uber's Enemy and Category Shift
- Uber originally named UberCab targeted taxis as their challenge but adjusted to owning a new category.
- Uber positioned itself against taxis by introducing ride sharing as a new concept.
