World-famous positioning strategist, and bestselling author, Laura Ries’s latest book, The Strategic Enemy: How to Build and Position a Brand Worth Fighting, will be released in September by Wiley. As chairwoman of RIES, a global consulting firm, she continues the legacy of her late father Al Ries, the legendary positioning pioneer and co-author of the world’s bestselling marketing book, Positioning: The Battle for Your Mind. For three decades, Laura has helped clients to position their brands in the mind of consumers for business growth. As a sought-after speaker, Laura has traveled to 60+ countries teaching the principles of positioning.
In addition to The Strategic Enemy, Laura is the co-author (with Al Ries) of five groundbreaking books that have taken part in reshaping modern marketing—including The 22 Immutable Laws of Branding and The Fall of Advertising & The Rise of PR. She is the author of Visual Hammer, which integrates visuals as a powerful addition to positioning strategy. And Battlecry, winning the battle for the mind with a slogan that kills.
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. To get people to fight for something, it will require them to reject something else. Ries draws on her extensive experience in marketing and branding to show you how to develop a “visual hammer:” a crystal-clear image that distinguishes your brand from everyone else’s.
Early Praise for The Strategic Enemy
“The Strategic Enemy is a must-read. A sharp, modern guide to timeless positioning that actually works.”
Martin Lindstrom, New York Times best-selling author of Small Data and Buyology
“The Strategic Enemy is different and distinctive. Laura has taken her father Al Ries’ 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. The book provides many fascinating company examples and insightful analysis of each case.”
Philip Kotler, Professor Emeritus of Marketing at the Kellogg School of Management
“It’s no longer enough to simply stand for something. By standing against something you create a compelling, vivacious brand that people can root for. The Strategic Enemy unpacks some of the best examples in modern marketing and shows why the most powerful position is to push against another position.”
Andy Pearson, VP of Creative, Liquid Death
“The Strategic Enemy is a remarkable playbook for anyone brave enough to define their brand by what they stand against. Laura Ries shows that choosing an enemy isn’t about negativity — it’s about clarity, courage, and standing for something that matters. If you want your brand to stand out, start here.”
Guy Kawasaki, Host, the Remarkable People podcast & Chief Evangelist, Canva
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