Without an enemy your brand can't win.
Consumers are overwhelmed by choices and inundated with marketing messages. And despite an obsession with positioning amongst the world’s most well-known companies, most brands continue to focus on "being better" and "expanding the brand" rather than on what really matters - being different and distinctive in the mind of the consumer.
The mind understands opposition faster than superiority. Identifying the strategic enemy forces you to clearly define what you are not, which enables consumers to more easily understand what you are.
Position Your Brand by Picking the Right Fight
Inside The Strategic Enemy you'll learn:
How to build a brand worth fighting for.
In The Strategic Enemy: How to Build and Position a Brand Worth Fighting For, bestselling author and positioning strategist Laura Ries delivers an exciting and powerful new discussion of how some of the world’s most energetic brands make an impact and rally consumers to their cause.
She explains the key to effective brand positioning - identifying an “enemy”- and shows you how to use an indisputable difference and distinctive visual hammer to drive your brand into the minds of consumers.
Illustrative case studies like Liquid Death, Chick-fil-A, Salesforce, TikTok and Dude Wipes demonstrate how to effectively position your brand by identifying the enemy.
Why saying No is the best way to find your focus and identify the enemy.
How to keep your brand from becoming its own worst enemy due to excessive line-extensions.
When you are the leader, how to anchor your brand in the mind to protect it from enemies that will eventually attack.
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