The Strategic Enemy: How to Build and Position a Brand Worth Fighting for

Dominate your company's brand categories with these proven positioning and differentiation strategies

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And despite an obsession with positioning amongst the world's most well-known companies, most of these brands retain an outdated focus on "being better" rather than on what really matters--being different.

In The Strategic Enemy: How to Build and Position a Brand Worth Fighting For, bestselling author and brand strategist Laura Ries delivers an exciting and powerful new discussion of how some of the world's most energetic brands make an impact in the market. She explains the key to effective brand positioning--identifying an "enemy"--and shows you how to use an indisputable difference to drive your brand into the minds of consumers.

• Illustrative case studies of real-world companies--like Liquid Death, the popular canned water brand, and Bumble, the online dating service--that demonstrate how to effectively position your offering in the market
• Strategies to adapt to a constantly changing marketplace where trends, products, and customer needs shift every day
• How to keep your company from expanding or extending to such an extent that true differentiation is impossible

Perfect for branding and strategy teams, managers, executives, and other business leaders, The Strategic Enemy is also a must-read for marketing professionals, sales leaders, and anyone else with an interest in driving revenue at their company.