Contenu du pack

Un fichier SKILL.md (le guide pratique) + un modèle de départ. Aperçu :

Spectrum Brand Strategy Deck

When to use

• You're repositioning a brand and need to show where it sits relative to competitors, not just assert it
• Leadership keeps debating "are we premium or accessible?" and you need a visual framework to settle it
• You're launching a second product line and must decide how far it can stretch from the core brand
• A pitch or board deck needs the brand strategy on 8–12 slides that a non-marketer can follow
• Your brand has drifted across channels and you need one map that pulls it back into alignment

Workflow

1. Define the spectrum axes (input: market + competitors → output: 2–3 spectrum axes with endpoints)
   Pick the tensions that actually decide purchases in your market: e.g., price (accessible ↔ premium), tone (playful ↔ serious), scope (specialist ↔ generalist). Two axes make a map; three axes make two maps. Each axis needs named endpoints and a one-line test ("if a customer had to place us, which end would they pick?"). Axes everyone agrees on but nobody acts on are decoration — drop them.
2. Plot the market (input: axes + competitor list → output: positioning map with every player placed)
   Place each competitor on the map with one evidence line per placement ("Competitor X: premium pricing, minimalist packaging, serious tone"). Place your brand where it is today, honestly — including the gap between where you claim to be and where customers would put you. The map's value is the empty space: unclaimed positions are opportunities, crowded corners are fights to avoid.
3. Choose your position (input: positioning map → output: one chosen position + what you are NOT)
   Pick one position and write the anti-position with it: "We are X, which means we are not Y." A position without a rejection is a slogan. Check the choice against three filters: is it true (can we prove it?), is it wanted (do customers care?), is it ownable (can a competitor copy it by Friday?). If it fails any filter, move.
4. Build the strategy narrative (input: chosen position → output: slide-by-slide story: problem → map → position → expression → rollout)
   Structure the deck: the tension in the market (1–2 slides), the map with everyone plotted (1–2 slides), your chosen position and anti-position (1 slide), what changes in product, voice, and visual identity (2–3 slides), and the rollout sequence with owners and dates (1–2 slides). Each slide carries one idea; the map reappears as a recurring visual anchor so the audience never loses the thread.
5. Stress-test and tighten (input: draft deck → output: final deck + objection answers)
   Read the deck as a skeptic: for each claim, ask "says who?" and add the evidence or cut the claim. Check that every slide could survive losing its presenter — the map, the position, and the rollout must read on their own. End with the one question the deck exists to answer: "Do we approve this position?" — and make the ask explicit on the final slide.

Aperçu du modèle

Spectrum Brand Strategy Deck — Template

One position, one map, one decision. Fill this in before any slides get designed.

Market

Market / category: {e.g. direct-to-consumer cookware} Competitors mapped: {list 4–8} Decision this deck must drive: {e.g. approve the repositioning + Q1 rollout}

Spectrum axes (2–3)

Positioning map

Empty space spotted: {unclaimed position — opportunity} Crowded corner to avoid: {position with too many players}

Chosen position

We are: {one position — e.g. "premium playfulness"} Which means we are NOT: {anti-position — e.g. "luxury seriousness"}

Slide outline (8–12 slides, one idea each)

Le pack de compétence lui-même (SKILL.md + modèle) est rédigé en anglais.

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