The Strategic Enemy - Laura Ries

"The next breakthrough in Positioning thinking. Laura Ries simplifies, amplifies, and challenges us to get serious about what we stand for." —Seth Godin, Author, This is MarketingBuild a brand worth fighting for using the power of positioning and focusConsumers are overwhelmed by choices and inundated with marketing messages. And despite an obsession with positioning amongst the world’s most well-known companies, too many brands retain an outdated focus on “being better” and using “line-extensions” rather than on what really matters in the mind—being different than your strategic enemy. 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. You’ll also find: Illustrative case studies of real-world companies—like Liquid Dea
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