Marketing
The Branding Trick That Helped Dude Wipes, Colgate, Oatly, and Uber Rise Above the Rest
It's called "strategic enemy" — a way to position your brand against an enemy your consumer hates. Here's how to do it.
Laura Ries is a leading marketing strategist, bestselling author and television personality. For over three decades, Laura has run RIES, a consulting firm founded with her late father Al Ries, the pioneer of positioning. Her most recent book is Strategic Enemy.
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