Positioning Template (April Dunford-style)
for consumer brands.
A positioning template based on April Dunford's "Obviously Awesome" framework. Anchored on emotion, identity, and category alternatives.
Get the templateWhat's included
- Competitive alternatives
- Unique attributes
- Value
- Best-fit ICP
- Market category
Why this version
Anchored on emotion, identity, and category alternatives.
Default positioning exercise we run with growth clients.
How consumer brands use this template.
For consumer brands, positioning anchors on emotion, identity, and category alternatives. Consumer buyers don't buy features — they buy who they want to be. The positioning must articulate the identity transformation the product offers. Category alternatives include status quo, traditional alternatives, and emerging alternatives. The brand must own a specific emotional/identity territory in the buyer's mind.
consumer brands-specific gotchas
- Emotion before features always
- Identity transformation is the real product
- Category alternatives include status quo and adjacent products
- Avoid "premium" as positioning — it's not differentiated
- Brand world matters more than tagline
A consumer brand re-positions from "premium athletic wear" to "wear of intentionally rest". Customer LTV doubles in 18 months. Product line stays similar; positioning carries the change.
Common consumer brands questions
How does B2B positioning differ from B2C?
B2B is rational; B2C is emotional. Both have ICP / customer-fit but different decision drivers.
What about brand archetypes?
Useful starting point. Don't treat them as gospel.
Templates are starts.
If you want senior practitioners filling in this template for a specific consumer brands engagement, brief us.
Brief us