Laura Ries: How to Make Your Business Stand Out in a Crowded Market

Laura Ries is a globally recognized brand strategist, bestselling author, and leading authority on positioning. As the Chairwoman of RIES, the consulting firm she co-founded with her father, marketing pioneer Al Ries, she has spent over three decades helping companies define their brands, dominate their categories, and achieve long-term growth through strategic positioning.

Laura is the co-author of several influential marketing classics, including The 22 Immutable Laws of Branding and The Fall of Advertising and the Rise of PR, and the author of Visual Hammer and The Strategic Enemy.

Her work has shaped how businesses approach branding by emphasizing focus, clarity, and differentiation in increasingly competitive markets.

A sought-after speaker and consultant, Laura has worked with companies around the world, traveling to more than 60 countries to teach the principles of positioning and brand strategy. She is known for translating complex marketing concepts into practical strategies that help businesses stand out, scale effectively, and build brands that resonate deeply with their target audience.

Laura is passionate about helping entrepreneurs and organizations sharpen their message, simplify their strategy, and create brands that not only attract customers—but also drive sustainable growth and long-term market leadership.

During the show we discuss:

• Why being different beats being better
• How to identify the category you want to own
• How to create a new category
• How to narrow your positioning
• How to identify your strategic enemy
• How to use contrast to make your brand memorable
• How to avoid weakening your brand through line extensions
• How to use a founder as the brand's spokesperson

Resources:

https://www.ries.com/
https://www.linkedin.com/in/lauraries/