In this episode of CXOTalk, Michael Krigsman interviews branding expert Laura Ries, author of "Strategic Enemy," about how brands can stand out in crowded markets. Ries discusses the importance of positioning a brand against a "strategic enemy" to clarify its identity and message, using examples like Salesforce's "no software" campaign and Dude Wipes' challenge to traditional toilet paper. She emphasizes focus, simplicity, repetition, and the use of visual cues to create memorable brands, and also touches on the need for internal alignment and customer experience to support branding efforts. The conversation explores how companies can identify their strategic enemy, the role of visual hammers, and the pitfalls of line extensions, while also offering advice for individuals looking to build their personal brands.
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