Competitor Mapping
Identifying every brand a buyer compares you to, direct, adjacent, and replacement.
What it is
Competitor mapping = the full list of brands your buyer thinks about when evaluating. Not just direct competitors. Adjacent + replacement options too.
Three types
1. Direct = same product, same buyer. 2. Adjacent = different product, same buyer (steals attention). 3. Replacement = "I'll just do nothing / use a spreadsheet" (your real biggest competitor).
How to map yours
Search the buyer-intent queries for your category. Note every brand that ranks. Pull "[your category] alternative" results. Read review platforms, see what buyers compare you to.
Why it matters
You can't position against a competitor you don't know exists. Maps reveal the brand you're actually losing deals to.
Want this for your category?
The Deep Read maps the relevant competitors, evidence streams, and ranked next moves in 10 days. $8,000. 14-day usefulness standard.
See the Decision Read ladder →