What does it take to build a brand that dominates the mind—and outlasts the competition? Positioning strategist Laura Ries has the answer.

As the president of Ries & Ries and co-author of the classic 22 Immutable Laws of Branding, Laura has advised Fortune 500 companies around the world. In this conversation, she shares how growing up with her father, branding legend Al Ries, shaped her career, and how her new book The Strategic Enemy reveals why every great brand needs a rival.

From Volvo and Tesla to Liquid Death and Dude Wipes, Laura dissects the successes and failures that prove one truth: brands don’t win by being better, they win by being different.

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Where Brands Go Wrong: Laura Ries on Positioning

Guy Kawasaki's Remarkable People