[CXOTALK #893] The Branding Manifesto: Choose Your Enemy, Win the War

Most executives believe their brand wins by being better than the competition. Top branding expert and co-author of "The Strategic Enemy," Laura Ries, argues the opposite: brands succeed by picking the right enemy and positioning themselves as the alternative. 

Building on her father Al Ries' foundational work on positioning, she demonstrates why differentiation beats superiority claims every time—from Liquid Death's billion-dollar water brand built on opposing plastic bottles and bland marketing, to Tesla's dominance by making gas cars the enemy rather than competing automakers.

In CXOTalk episode 893, Ries explains why every brand needs a strategic enemy to sharpen its focus and create a clear choice for consumers. She shares specific strategies for identifying your enemy, developing visual hammers that reinforce your position, maintaining message discipline through repetition, and avoiding the brand-killing temptation of line extensions. 

Key takeaways from this episode:

• Why positioning against an enemy creates stronger brands than claiming superiority

• How to identify the right strategic enemy for your brand and market position

• The role of visual hammers in making your brand message stick

• Why message simplicity and repetition matter more than variety and sophistication

• The hidden dangers of line extensions and how they dilute brand meaning

• When to say no to opportunities to maintain brand focus and clarity

• How startups and challengers should position against industry giants without getting crushed

• Why your strategic enemy serves as an internal rallying cry that aligns your entire organization

During the live show, share your views and ask questions on Twitter and in the LinkedIn event chat.

Episode Participants

Laura Ries is a brand marketing expert and the chairwoman of global consulting firm RIES, which continues the legacy of her late father Al Ries, positioning pioneer and co-author of Positioning: The Battle for Your Mind – one of the best-selling marketing books of all time. Having led RIES for 30+ years, she speaks and consults clients around the world. Laura is co-author (with Al Ries) of five books including The 22 Immutable Laws of Branding and The Fall of Advertising & The Rise of PR, and author of The Strategic Enemy (Sept) and Visual Hammer. She is based in Atlanta.

Michael Krigsman is a globally recognized analyst, strategic advisor, and industry commentator known for his deep expertise in business transformation, innovation, and leadership. He has presented at industry events worldwide and written extensively on the reasons for IT failures. His work has been referenced in the media over 1,000 times and in more than 50 books and journal articles; his commentary on technology trends and business strategy reaches a global audience.

Sept 12: Laura Ries, Author and Branding Expert

Sept 19: Paul Daugherty, AI Advisory Chair, TPG (private equity)

Oct 10: Will Grannis, Chief Technology Officer, Google Cloud

Oct. 17: Brendan Humphreys, Chief Technology Officer, Canva

Jan. 16: Prashant Mehrotra, EVP and Chief AI Officer, US Bank

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