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Brand positioning templates — from legendary marketers

Updated: May 20

Great marketing starts with great positioning.

Get 8 Product Positioning Framework Templates

Tip: Just use one or two frameworks and delete the rest.

Ok, so let me explain each framework in a sentence or two. This will help you quickly guage which framework is right for you.

Remember: you only need one or two frameworks. Trying to use all is like mixing apple pie and lasagne. No matter how much time you spend, it'll still end up terrible.

Perceptual Mapping Positioning Template

This is created by Philip Kotler. He's the father of modern marketing so this is a solid framework for brand positioning map.

Storybrand Template

This is inspired by how film makers tell stories. It's pretty popular, and is relatively easy to use. Your product isn't the hero of the story, the customer is.

April Dunford's 'Obviously Awesome' Positioning Template

April Dunford wrote a book which I consider to be a modern version of the legendary book "Positioning: The Battle for Your Mind", written by Jack Trout.

While Jack Trout's book is considered 'The Bible' in the ad world, it still lacks some actionable items. April Dunford does a good job at bridging that gap with her book, and she has positioned more tech companies than anyone else.

Keller's Brand Equity Model (CBBE Model) Template

Another framework taught in marketing schools. You won't find this unless you have majored in marketing. This comes from my rather fat text book from uni days. If you want to learn it, I suggest looking up 'brand equity' model.