“The most successful company brands achieve greatness not by claiming superiority, but by boldly positioning against an enemy,” explains Laura Ries , author of the new book, The Strategic Enemy: How To Build And Position A Brand Worth Fighting For . She adds, “Consumers 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 And despite an obsession with positioning amongst the world’s most well-known companies, too many brands retain an outdated focus on being better (better service, better prices, etc.) and using line-extensions rather than on what really matters in the mind―being different than your strategic enemy.” Riess shares that the human mind understands ideas best through contrast. Therefore, when you tell consumers you are different, it begs the question Why? Why are you different, and how does that make your brand better? It is more involving, creates news value, and opens the discussion. “When you communicate that difference by also being visually dis...
Sharing tips, ideas and techniques for leaders and managers for the past 16 years.