Overview
In this episode of the Duct Tape Marketing Podcast, John Jantsch interviews Laura Ries, globally recognized branding strategist, bestselling author, and president of Ries & Ries. Laura shares insights from her new book, “The Strategic Enemy: How to Build and Position a Brand Worth Fighting For.” The conversation explores why brands need a focused enemy, how to find and define it, and how legendary brands—from Liquid Death to Tesla—win by creating real contrast and bold positioning. Laura breaks down her proven framework for entrepreneurs and established businesses alike, showing why focus, differentiation, and a compelling “enemy” are the keys to winning the battle for the mind.
About the Guest
Laura Ries is a globally recognized branding strategist, bestselling author, and president of Ries & Ries. Together with her father, Al Ries, Laura has helped Fortune 500s and ambitious startups win through bold, focused brand positioning. She’s a sought-after speaker, trusted advisor, and author of “The Strategic Enemy,” a book that helps brands of any size build a message—and a business—worth fighting for.
Actionable Insights
- A strategic enemy isn’t just a competitor; it’s a problem, category, or alternative that provides contrast and focus.
- Brands without focus have no enemy—and without an enemy, they lack meaning and energy in the market.
- The enemy can be a product feature (plastic bottles), an outdated process (taxis), or simply “the way it’s always been done.”
- Great positioning starts with knowing who you are for—and who you are not for.
- Legendary brands like Liquid Death, Uber, Oatly, and Tesla win by breaking category conventions and boldly defining what they’re against.
- The first step for any brand: narrow your focus, say “no” to what you’re not, and stake out a clear enemy to create differentiation.
- Entrepreneurs and challengers have an edge—they can outmaneuver larger brands by focusing on a single idea and exploiting big company weaknesses.
- Visual hammers and clear metaphors make positioning “stick” (think: Liquid Death, White Claw, or even the Duct Tape Marketing brand itself).
- Beware of “foe enemies”—don’t invent rivals that aren’t real. Your enemy must be genuine, tangible, and tied to customer pain or desire.
- Big brands can stay relevant by launching new brands to attack new categories (instead of extending old ones).
Great Moments (with Timestamps)
- 02:39 – Strategic Enemy vs. Competitor
Laura explains why brands need a contrast, not just a list of rivals. - 03:08 – Liquid Death, Uber, and the Power of Defining the Enemy
How bold brands win by naming and attacking what they’re against. - 04:36 – The Enemy as Problem, Not Just a Company
Positioning can be about fighting a pain or outdated alternative. - 05:57 – Why Brands Without Focus Lack Energy
The risk of trying to be everything to everyone. - 07:55 – Focus First: Who You’re For, and Who You’re Not
The role of clarity and saying “no” in setting up your enemy. - 08:53 – Category Over Brand: Why Tesla and Red Bull Won
How owning a category and pioneering a new idea creates leadership. - 12:14 – Entrepreneur Advantage: The Power of Courage and Focus
Why challengers can outmaneuver incumbents with sharper positioning. - 16:22 – Multiple Brands Beat Line Extensions
Big brands should create new brands to fight new battles. - 18:04 – Subcategories and Visual Hammers
Why new subcategories (like hard seltzer or nonalcoholic beer) and visual metaphors drive market momentum. - 20:31 – The Danger of “Foe Enemies”
Laura cautions against inventing fake rivals—your enemy must be real. - 22:29 – Making Positioning Visual and Memorable
The power of metaphors, visual hammers, and simple storytelling.
Pulled Quotes
“Brands without enemies are brands without energy. Focus first, then pick the enemy that brings your brand to life.”
— Laura Ries
“Legendary brands win by creating real contrast—fighting a problem, a category, or the ‘way it’s always been done.’”
— Laura Ries
Branding, Competitors, Laura Ries
