Guy Kawasaki's Remarkable People Where Brands Go Wrong: Laura Ries on Positioning
Sep 17, 2025
Laura Ries, a positioning strategist and president of Ries & Ries, draws on her legendary family's branding legacy to discuss the intricacies of brand differentiation. She explores how successful brands, from Volvo to Liquid Death, thrive by embracing distinctiveness rather than striving for superiority. Ries emphasizes the critical role of having a strategic enemy in defining brand identity and shares essential lessons on the dangers of brand extension. Listeners will find invaluable insights into crafting compelling brand narratives that resonate in competitive markets.
AI Snips
Chapters
Books
Transcript
Episode notes
Double Down On Your Anchor
- Double down on the one thing your brand already owns instead of chasing shiny new categories.
- Strengthen and pedal to the metal on your anchor to avoid diluting your position.
Launch New Brands For New Categories
- Successful companies often launch new brands for new categories rather than stretch one name across everything.
- Being first in the mind for a category is often more decisive than being first technically.
Be Different, Start Narrow
- Build your brand by being different, not by being incrementally better.
- Narrow your focus so the mind can easily understand and remember your distinct position.
