Beyond “Better”: The Strategy of Defining Your Brand’s Enemy

In a crowded market, simply claiming your brand is “the best” won’t get you far. So how do you cut through the noise and capture a customer’s attention? According to renowned marketing strategist Laura Ries, the secret lies in defining a “strategic enemy.”

In a recent interview, Ries—who grew up immersed in the foundational work of her father, brand positioning pioneer Al Ries—shared insights from her upcoming book, The Strategic Enemy. This powerful concept flips traditional marketing on its head, suggesting that a brand becomes more memorable and authentic not by what it stands for, but by what it stands against.

Why Your Brand Needs an Opposition

Humans are wired to process contrast. It’s easier for our minds to grasp an idea when it’s presented in opposition to something else. Rather than making vague claims of superiority, defining a strategic enemy sharpens your message and makes your position undeniable.

This “enemy” isn’t always a direct competitor. It could be an outdated industry convention, a consumer pain point, or even a widespread idea that your brand seeks to change. By taking a clear stance, you create a rallying cry that attracts customers who share your perspective.

Takeaways:

• Contrast builds clarity: Defining an enemy makes your brand’s purpose instantly clear.
• Conflict is compelling: Consumers are more likely to align with a brand that takes a stand.
• “Better” isn’t enough: Vague claims of being “better” or “superior” are forgettable.

The Power of Focus and Sacrifice

One of the most challenging but essential aspects of positioning is focus. Ries likens it to a sharp knife: the more defined your message, the more effectively it cuts through the market clutter. A brand that tries to be everything to everyone ends up being nothing to anyone.

This requires sacrifice. Choosing what not to do or whom not to serve is just as important as defining your target audience. Many brands resist this because of the “fear of missing out,” but that fear often leads to mediocrity. True strategic focus means being willing to let go of secondary attributes and audiences to protect your core identity.

Case Studies: Strategic Enemies in Action

Some of the world’s most successful brands have mastered this concept:

• Salesforce positioned itself against traditional software, famously using the tagline “No Software” to create and dominate the new category of cloud-based CRM.
• Chick-fil-A became a leader by focusing exclusively on chicken, taking a clear stance against broad-menu fast-food chains like McDonald’s.
• Liquid Death declared war on plastic pollution, using bold branding and aluminum cans to rally eco-conscious consumers and capture a niche.
• Oatly successfully positioned itself against the dairy industry, creating a passionate community around its plant-based milk alternative.

In each of these examples, the brand’s success wasn’t built on being “better,” but on being different by standing against something.

The Dangers of Brand Dilution

Ries warns that one of the biggest threats to a strong brand position is line extensions. Adding new products under the same brand can dilute its meaning and confuse consumers. Think about it: if your brand is known for one thing, expanding into a completely different category can make its original promise seem muddled. This is why innovative companies like Toyota created a new brand, Lexus, to enter the luxury market rather than simply launching a “Toyota Luxury” car.

Your Brand’s Visual Hammer

In addition to a clear message, every brand needs a “visual hammer”—a strong, memorable visual that reinforces its position. Think of Liquid Death’s aluminum can or the distinct shape of a Coca-Cola bottle. This isn’t just a logo; it’s a visual element that makes your brand’s opposition and unique selling proposition unforgettable.

The most successful brands are those with the courage to be different. In a world of me-too products, clarity and a well-defined opposition are your most powerful tools. By identifying your strategic enemy, you can create a brand that is not only memorable but also unassailable.