"The next breakthrough in Positioning thinking.

Laura Ries simplifies, amplifies and challenges us to get serious about what we stand for."

Seth Godin

Author, This is Marketing

The latest book from bestselling author Laura Ries

The Strategic Enemy

How to Build and Position a Brand Worth Fighting For

Discover Laura Ries’s newest book, The Strategic Enemy, a powerful guide to building a brand worth fighting for by focusing on what truly sets you apart. Learn how the world’s most energetic brands use a clear enemy, sharp positioning, and a visual hammer to capture attention and win in the marketplace.

Pre-Order: The Strategic Enemy

How to build a brand worth fighting for.

How to build a brand worth fighting for.

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.

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.

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.

Other Books by RIES

The #1 Marketing Book in the World

The #1 Marketing Book in the World

Positioning: The Battle for Your Mind

Positioning: The Battle for Your Mind

Positioning: The Battle for your Mind is the book that continues to revolutionize the world of marketing around the world with over 6 million copies sold. Instead of communicating the benefits of your brand, you need to look inside the mind of the consumer to find a position you can own.

Positioning: The Battle for your Mind is the book that continues to revolutionize the world of marketing around the world with over 6 million copies sold. Instead of communicating the benefits of your brand, you need to look inside the mind of the consumer to find a position you can own.

Positioning: The Battle for your Mind is the book that continues to revolutionize the world of marketing around the world with over 6 million copies sold. Instead of communicating the benefits of your brand, you need to look inside the mind of the consumer to find a position you can own.

The 22 Immutable Laws of Marketing

Violate them at your own risk!

Violate them at your own risk!

Violate them at your own risk!

The 22 Immutable Laws of Branding

How to build a product or service into a world-class brand.

How to build a product or service into a world-class brand.

How to build a product or service into a world-class brand.

Visual Hammer

Nail your brand into the mind with the emotional power of a visual.

Nail your brand into the mind with the emotional power of a visual.

Nail your brand into the mind with the emotional power of a visual.

Focus

The future of your company depends on it.

The future of your company depends on it.

The future of your company depends on it.

The Origin of Brands

Discover the natural laws of product innovation.

Discover the natural laws of product innovation.

Discover the natural laws of product innovation.

The Fall of Advertising

Public Relations builds brands. Advertising maintains them.

Public Relations builds brands. Advertising maintains them.

Public Relations builds brands. Advertising maintains them.

Battlecry

Winning the battle for the mind with a memorable slogan.

Winning the battle for the mind with a memorable slogan.

Winning the battle for the mind with a memorable slogan.

War in the Boardroom

Why left-brain management and right-brain marketing don’t see eye-to-eye — and what to do about it.

Why left-brain management and right-brain marketing don’t see eye-to-eye — and what to do about it.

Why left-brain management and right-brain marketing don’t see eye-to-eye — and what to do about it.

Marketing Warfare

Marketing is war, where the competition is the enemy and the customer is the ground to be won.

Marketing is war, where the competition is the enemy and the customer is the ground to be won.

Marketing is war, where the competition is the enemy and the customer is the ground to be won.

Bottom-Up Marketing

Effective strategy is not developed in the boardroom.

Effective strategy is not developed in the boardroom.

Effective strategy is not developed in the boardroom.

Horse Sense

If you want to get ahead in business, think like a jockey.

If you want to get ahead in business, think like a jockey.

If you want to get ahead in business, think like a jockey.

Focus

The future of your company depends on it.

The future of your company depends on it.

The Origin of Brands

Discover the natural laws of product innovation.

Discover the natural laws of product innovation.

The Fall of Advertising

Public Relations builds brands. Advertising maintains them.

Public Relations builds brands. Advertising maintains them.

Battlecry

Winning the battle for the mind with a memorable slogan.

Winning the battle for the mind with a memorable slogan.

War in the Boardroom

Why left-brain management and right-brain marketing don’t see eye-to-eye — and what to do about it.

Why left-brain management and right-brain marketing don’t see eye-to-eye — and what to do about it.

Marketing Warfare

Marketing is war, where the competition is the enemy and the customer is the ground to be won.

Marketing is war, where the competition is the enemy and the customer is the ground to be won.

Bottom-Up Marketing

Effective strategy is not developed in the boardroom.

Effective strategy is not developed in the boardroom.

Horse Sense

If you want to get ahead in business, think like a jockey.

If you want to get ahead in business, think like a jockey.

The 22 Immutable Laws of Marketing

Violate them at your own risk!

The 22 Immutable Laws of Branding

How to build a product or service into a world-class brand.

Visual Hammer

Nail your brand into the mind with the emotional power of a visual.

Ready to position your brand for leadership? Let's talk →

RIES. Positioning Pioneers.

Ries © 2025

RIES. Positioning Pioneers.

Ries © 2025

RIES. Positioning Pioneers.

Ries © 2025

Ready to position your brand for leadership? Let's talk →

RIES. Positioning Pioneers.

Ries © 2025

RIES. Positioning Pioneers.

Ries © 2025