{"product_id":"the-strategic-enemy-how-to-build-and-position-a-brand-worth-fighting-for-hardcover","title":"The Strategic Enemy: How to Build and Position a Brand Worth Fighting for (Hardcover)","description":"\u003cp class=\"MsoNormal\"\u003e\"The next breakthrough in Positioning thinking. Laura\nRies simplifies, amplifies, and challenges us to get serious about what we\nstand for.\"\u003cbr\u003e\n\u003cb\u003e\u003ci\u003e―\u003c\/i\u003eSeth Godin,\u003c\/b\u003e Author, \u003ci\u003eThis is Marketing\u003c\/i\u003e\u003cbr\u003e\n\u003cbr\u003e\n\u003cb\u003eBuild a brand worth fighting for using the power of positioning and focus\u003c\/b\u003e\u003cbr\u003e\n\u003cbr\u003e\nConsumers are overwhelmed by choices and inundated with marketing messages. And\ndespite an obsession with positioning amongst the world’s most well-known\ncompanies, too many brands retain an outdated focus on “being better” and using\n“line-extensions” rather than on what really matters in the mind―being\ndifferent than your strategic enemy.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\n\n\u003cp class=\"MsoNormal\"\u003eIn\u003ci\u003e The Strategic Enemy: How to Build and Position a\nBrand Worth Fighting For\u003c\/i\u003e, bestselling author and brand strategist Laura\nRies delivers an exciting and powerful new discussion of how some of the\nworld’s most energetic brands make an impact in the market. She explains the\nkey to effective brand positioning―identifying an “enemy”―and shows you how to\nuse an indisputable difference to drive your brand into the minds of consumers.\nTo get people to fight for something, it will require them to reject something\nelse. Ries draws on her extensive experience in marketing and branding to show\nyou how to develop a “visual hammer:” a crystal-clear image that distinguishes\nyour brand from everyone else’s. You’ll also find:\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\n\n\u003cul style=\"margin-top:0cm\" type=\"disc\"\u003e\n \u003cli class=\"MsoNormal\"\u003eIllustrative\n     case studies of real-world companies―like Liquid Death, the popular canned\n     water brand, Chick-fila-A's “Eat More Chikin” campaign, Oatly’s “Wow no\n     Cow,” slogan, and Nvidia, the leader in AI computing―that demonstrate how\n     to effectively position using focus and a distinctive enemy (plastic\n     bottles, beef, and dairy milk, respectively)\u003cp\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n \u003cli class=\"MsoNormal\"\u003eStrategies\n     to adapt to a constantly changing marketplace where trends, products, and\n     customer needs shift every day\u003cp\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n \u003cli class=\"MsoNormal\"\u003eHow\n     to keep your company from expanding or extending to such an extent that\n     true differentiation is impossible\u003cp\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp class=\"MsoNormal\"\u003ePerfect for branding and strategy teams, managers,\nexecutives, and other business leaders,\u003ci\u003e The Strategic Enemy\u003c\/i\u003e is\nalso a must-read for marketing professionals, sales leaders, and anyone else\nwith an interest in driving revenue at their company.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\n\n\u003cp class=\"MsoNormal\"\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\n\n\u003cp class=\"MsoNormal\"\u003e\u003cb\u003eLAURA RIES\u003c\/b\u003e is a world-famous positioning\nstrategist, and bestselling author. In 1994, she joined her father, Al Ries,\nthe legendary positioning pioneer and co-author of \u003ci\u003ePositioning: The\nBattle for Your Mind\u003c\/i\u003e. Since 2022, she continues her father’s legacy as\nChairwoman of RIES consulting, guiding the expansion and global influence of\nthe leading positioning strategy firm. Laura has traveled to 60+ countries to\nconsult with clients and speak on positioning. She appears frequently on CNN,\nFox News, CNBC, and Fox Business to share her insights on marketing and\nbranding. Visit Ries.com\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"JOHN WILEY \u0026 SONS SINGAPORE","offers":[{"title":"Default Title","offer_id":44772583833807,"sku":"9781394323937","price":42.46,"currency_code":"SGD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0574\/5662\/3823\/files\/download_0a42cbaf-bd2e-4a55-9d7a-2b85493baa89.jpg?v=1777000681","url":"https:\/\/popular.com.sg\/products\/the-strategic-enemy-how-to-build-and-position-a-brand-worth-fighting-for-hardcover","provider":"Popular Book Company Pte Ltd","version":"1.0","type":"link"}