Should You Hire a Fractional CMO? Here’s Who It’s For (and Who It’s Not For) written by John Jantsch read more at Duct Tape Marketing
After working with thousands of business owners over the last three decades, I can tell you one thing with certainty: the marketing leader you hire, or don’t hire, can make or break your growth. TL;DR A Fractional CMO can be a game-changer for businesses with clear growth objectives, leadership buy-in, and a team ready to […]
The Secret Weapon of Great Brands written by John Jantsch read more at Duct Tape Marketing
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Overview
In this episode of the Duct Tape Marketing Podcast, John Jantsch interviews Laura Ries, globally recognized branding strategist, bestselling author, and chairwoman of RIES. 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 and bestselling author. Since 2022, she continues her father’s legacy as Chairwoman of RIES, guiding the expansion and global influence of the firm where she has helped Fortune 500s and ambitious startups win through bold, focused brand positioning for over 30 years. 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.
- Website: ries.com
- Book: strategicenemy.com
- Substack: ries.news
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- The enemy can be a product feature (plastic bottles), an outdated process (taxis), or simply “the way it’s always been done.”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 ch
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