/dm:narrative-landscape

Purpose

Map the competitive narrative landscape to identify positioning opportunities the brand can own. Analyze how each competitor positions itself across key market dimensions — price-value, innovation-reliability, specialist-generalist, premium-accessible, or custom dimensions relevant to the industry. Find crowded territories where multiple competitors cluster, unoccupied gaps where no brand has staked a claim, and recommend the highest-value positioning territory for the brand to claim based on customer desirability and brand credibility.

Input Required

The user must provide (or will be prompted for):

• Competitors to map: List of competitor names to include in the landscape analysis — typically 4-8 direct competitors plus any adjacent or aspirational competitors. Each will be analyzed for positioning on every defined dimension
• Narrative dimensions to analyze: The positioning axes to map competitors against — common dimensions include price-value (premium vs budget), innovation-reliability (cutting-edge vs proven), specialist-generalist (niche expert vs broad platform), premium-accessible (luxury vs mass market), or custom dimensions specific to the industry (e.g., self-serve vs white-glove, enterprise vs SMB, AI-native vs traditional). Recommend 3-5 dimensions for a comprehensive but readable landscape
• Competitor messaging sources: Where to extract positioning signals for each competitor — company websites (homepage, about, pricing pages), advertising copy (search ads, social ads, display), social media profiles and content themes, press releases and media coverage, analyst reports or review site positioning. Specify URLs or indicate which sources to prioritize

Process

1. Load brand context: Read ~/.claude-marketing/brands/_active-brand.json for the active slug, then load ~/.claude-marketing/brands/{slug}/profile.json. Pay special attention to the brand's current positioning, value proposition, target audience, and competitive differentiation claims. Also check for guidelines at ~/.claude-marketing/brands/{slug}/guidelines/_manifest.json — if present, load brand voice and positioning guardrails. Check for agency SOPs at ~/.claude-marketing/sops/. If no brand exists, ask: "Set up a brand first (/dm:brand-setup)?" — or proceed with defaults.
2. Define narrative dimensions: Validate and refine the positioning dimensions for the market — confirm each dimension represents a genuine spectrum where competitors can differentiate, ensure dimensions are independent (not redundant), and add any industry-standard dimensions the user may have missed. Define the poles of each dimension with clear labels and examples.
3. Analyze each competitor's positioning: For every competitor on every dimension, extract positioning signals from the specified messaging sources — homepage headlines and hero copy (what they lead with), pricing page framing (how they present value), ad copy themes (what they emphasize to acquire customers), social content patterns (how they present themselves day-to-day), and PR/media positioning (how they describe themselves to press). Score each competitor's position on each dimension as a value from -5 to +5 representing their placement between the two poles.