Stop Playing Nice: Make an Enemy, Build a Brand
Episode description
Be nice, be invisible—brand leaders pick a strategic enemy and own the category.
In this episode, branding strategist Laura Ries (daughter of positioning pioneer Al Ries) breaks down why playing it safe kills momentum, how to define a category you can own, and how the psychology of contrast turns brands into movements. We dig into visual hammers, multi-brand vs. line extensions, and the bold decision to say no so a brand can finally say something.
You’ll learn:
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What a strategic enemy is (and isn’t)—and why it supercharges word-of-mouth
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How to choose the right category first, then dominate it with brand
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The role of a visual hammer (icon, color, shape) in instant recognition
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Why line extensions backfire—and when a new brand is the winning move
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How personal branding uses the same rules (signature look, ruthless focus)
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Why advertising should reinforce, not introduce, a positioning
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Connect with Laura
Buy the book The Strategic Enemy - How To Build & Position a Brand Worth Fighting For. By Laura Ries
Contact ANI
Request A Customized Workshop For Your Company
Follow Kwame Christian on LinkedIn
negotiateanything.com
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Useful links & resources