The wait is over! Laura Ries’s highly anticipated new book, The Strategic Enemy: How to Build and Position a Brand Worth Fighting For, hit the shelves on September 16th. As a world-renowned brand strategist and bestselling author, Laura is back with a bold and transformative new approach to brand positioning that is sure to leave a lasting impact on businesses everywhere. This exciting new book, published by Wiley, promises to offer actionable insights that can elevate your brand to the next level in a highly competitive market.
The reviews are in, and the praise for The Strategic Enemy is unanimous! Marketing thought leaders from all corners of the business world are calling it a must-read!
“A sharp, modern guide to timeless positioning that actually works.” Martin Lindstrom, New York Times bestselling author of Small Data and Buyology
“Laura has taken her father Al Ries’s positioning concept to a new level. She recommends that your brand needs to position itself as a clear alternative to an ‘enemy’ brand or category in the mind.” Philip Kotler, Professor Emeritus of Marketing at the Kellogg School of Management.
“If you want your brand to stand out, start here.” Guy Kawasaki,Chief Evangelist at Canva
“This book is a must-read playbook for anyone who wants to build a bold, unforgettable brand.” Jo Ann Herold, Former CMO of HoneyBaked Ham
“A masterclass in strategic positioning from one of my favorite branding expert! The Strategic Enemy will help you stand out in a crowded world.” Brian Scudamore, Founder & CEO, 1-800-GOT-JUNK? 
THE STRATEGIC ENEMY: The Secret to Brand Positioning
What makes The Strategic Enemy different from anything Laura has written before? In this groundbreaking book, she delves into one of the most powerful, yet often overlooked, tactics in brand positioning: identifying and engaging with an “enemy.” Laura reveals that the key to building a brand that stands out in the minds of consumers is not just about making your brand desirable; it’s about creating a clear contrast that consumers can rally behind. In essence, to make your brand memorable, you have to give people a reason to reject something else.
Drawing on her extensive experience and offering a fresh perspective on the classic principles of brand positioning, Laura shows readers how to develop a “visual hammer”—a sharp, unmistakable image that becomes synonymous with your brand. This strategy, she explains, is what will drive your brand into the hearts and minds of your target audience. Brands that create an emotional connection by standing against something resonate more deeply with consumers, fostering loyalty and advocacy.
For over three decades, Laura has been a driving force in the world of branding. As chairwoman of RIES, a global consulting firm, she has helped countless companies define and refine their brand identities, propelling them to unprecedented levels of success. Following in the footsteps of her late father, Al Ries—a true pioneer in the world of positioning—Laura continues to push the boundaries of marketing strategy with each new publication. From The 22 Immutable Laws of Branding to The Fall of Advertising & The Rise of PR, her work has reshaped the way brands communicate and connect with their audiences.
GET YOUR COPY TODAY!
You don’t want to miss out on this game-changing book. Whether you’re a seasoned marketer, a business owner looking to refine your brand, or simply someone passionate about branding, The Strategic Enemy is your playbook for success.
And if you’re looking to take your brand to the next level, why not bring the expert behind the book to your next event? Book brand positioning keynote speaker Laura Ries through Speakers.com, and let her share her world-class insights on brand positioning with your team or audience.
Get ready for a brand revolution—The Strategic Enemy is almost here, and it’s about to change everything you thought you knew about branding!
What is Positioning?
Positioning defines a brand’s unique spot in the consumer’s mind. It creates a clear, memorable idea that sets your company apart from rivals. For instance, marketing experts like Laura Ries emphasize owning a specific concept, such as Volvo’s safety focus. This strategy, pioneered in the 1970s, drives business growth through targeted brand strategy. Consequently, effective positioning boosts market share and loyalty. Moreover, it counters clutter in today’s digital landscape. Businesses thrive when they claim a narrow, defensible niche rather than spreading thin. Thus, positioning transforms vague ideas into powerful market dominance. At Speakers.com, we connect you with experts who master this art. Dive into positioning seminars to elevate your promotional tactics and SEO-optimized campaigns.
What is Branding?
Branding builds a lasting identity that resonates emotionally with audiences. It goes beyond logos to foster trust and recognition in competitive markets. According to branding gurus, a strong brand like Apple evokes innovation effortlessly. Therefore, successful branding relies on consistency across touchpoints, from ads to social media. Furthermore, it leverages storytelling to connect with customers on deeper levels. In recent years, digital branding has exploded, incorporating SEO keywords like brand equity and identity management. Yet, many overlook the power of authentic narratives in driving sales. As a result, brands that align with values win loyalty. Embrace branding as your growth engine today. Through Speakers.com, access top branding speakers for workshops that sharpen your promotional edge and market positioning.
What is the Strategic Enemy?
The strategic enemy, as Laura Ries defines it, is a rival force that clarifies your brand’s unique stance. It could be a competitor, outdated norm, or category flaw, like plastic bottles for eco-brands. By targeting this foe, companies sharpen their marketing message and rally supporters. For example, Chick-fil-A opposes beef with clever ads, boosting its fast-food dominance. Thus, this approach, detailed in Ries’s 2025 book, enhances competitive strategy. Moreover, it forces focus, avoiding dilution from line extensions. In crowded markets, identifying the strategic enemy accelerates growth. Consequently, brands like Liquid Death thrive by attacking soda giants. This tactic revolutionizes SEO-driven campaigns and audience engagement. Unlock its power via Speakers.com events featuring Ries’s insights on enemy-based positioning.
Why Should You Book Laura Ries?
Book Laura Ries to ignite your team’s marketing prowess with her proven strategies. As a positioning pioneer, she delivers actionable insights from decades of global consulting. Her keynotes, like those on The Strategic Enemy, inspire bold brand overhauls that yield real results. Attendees rave about her clarity on SEO-friendly tactics and market dominance. Furthermore, in the past five years, Ries has headlined summits, sharing fresh case studies on digital branding. Consequently, companies report heightened innovation post-event. Don’t miss her dynamic style that blends humor with hard-hitting advice. Thus, elevate your promotional game and foster lasting loyalty. Secure her through Speakers.com now—your gateway to transformative marketing speakers who drive SEO success and business triumph. Book an exciting Marketing & Branding keynote speaker like Laura Ries at Speakers.com today.
