From comms-strategy
Use this skill when the user asks about "competitor comms", "share of voice", "what are competitors saying", "competitive monitoring", "veille concurrentielle", "analyse concurrentielle", "white space analysis", "what territory is taken", "how do we differentiate", or "what should we NOT say because competitors own it". Output always ends with Strategic Implications directly linked to the client brief — not generic observations.
npx claudepluginhub jamon8888/cc-suite --plugin Comms StrategyThis skill uses the workspace's default tool permissions.
Audits competitor communications strategies to identify white space and inform brand differentiation. Produces a Competitive Comms Map that ends with **Strategic Implications** — specific, actionable, linked to the client's brief.
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Audits competitor communications strategies to identify white space and inform brand differentiation. Produces a Competitive Comms Map that ends with Strategic Implications — specific, actionable, linked to the client's brief.
Critical output rule: The final section is not "observations" or "findings" — it is Strategic Implications, formatted as direct recommendations for the client's message architecture, channel strategy, and campaign concept.
Identify 4–6 direct competitors + 2–3 category challengers:
| Company | Type | Priority | Why included |
|---|---|---|---|
| [Direct 1] | Direct | High | |
| [Direct 2] | Direct | High | |
| [Indirect/Challenger] | Disruptor | Medium |
For each, collect:
### [Competitor Name]
Brand claim / tagline: [What they lead with]
Master message: [What they are fundamentally saying in 1 sentence]
Tone: [3 adjectives]
Key themes OWNED: [Topics they consistently occupy — not just mentioned]
Vocabulary: [Recurring words and phrases — what is their word territory?]
CONSPICUOUS ABSENCES: [Topics they systematically avoid — often a reveal]
Emotional register: [Inspiring / rational / urgent / playful / authoritative / fear-based]
Target audience signals: [Who the comms is aimed at]
Distinctive assets: [Visual, sonic, verbal codes — do they have real assets?]
Pattern to look for: The absence of a topic is often more revealing than what's present. If every competitor talks about "innovation" but none talks about "simplicity," that absence is the white space.
Rate each competitor's presence and activity per channel (1–5, where 5 = dominant):
| Channel | [Comp 1] | [Comp 2] | [Comp 3] | [Comp 4] | Notes |
|---|---|---|---|---|---|
| TikTok | |||||
| YouTube | |||||
| National press (T1) | |||||
| Trade press (T2) | |||||
| Podcasts | |||||
| Events / Conferences | |||||
| Newsletter / Owned | |||||
| Influencers |
| Channel | Client | Comp 1 | Comp 2 | Comp 3 | Total |
|---|---|---|---|---|---|
| Press (earned) | % | % | % | % | 100% |
| Social (organic) | % | % | % | % | 100% |
| Search (organic) | % | % | % | % | 100% |
| Events | % | % | % | % | 100% |
The actionable core of competitive analysis.
| Topic / Theme | Comp 1 | Comp 2 | Comp 3 | Occupied? | Opportunity |
|---|---|---|---|---|---|
| [Topic] | Weak | Absent | Strong | No | High |
| ... |
Opportunity rating: High = no competitor owns it + audience cares. Medium = present but weak. Low = saturated.
What emotional register is MISSING from the category?
| Existing register | Absent register | Is there audience demand? |
|---|---|---|
| [All compete on 'innovative'] | [Humble / self-aware] | [Yes if audience sceptical of category claims] |
Channels where competitors are absent but target audience is present:
| Channel | Competitor presence | Audience presence | Opportunity |
|---|---|---|---|
| Absent | High | → Prioritise | |
| Absent | Medium | → Test |
Segments underserved or under-targeted by competitor comms:
| Segment | Who targets them | Depth | Opportunity |
|---|
This section is mandatory. It translates the analysis into 5 specific, actionable recommendations directly linked to the client's brief. Generic observations are not accepted.
Format:
STRATEGIC IMPLICATIONS FOR [CLIENT BRIEF]
Implication 1 — Message territory: [Specific claim the client can own because competitors don't]
Because: [Competitor evidence]
Impact on brief: [How this changes the message architecture]
Implication 2 — Channel: [Specific channel(s) the client should prioritise because competitors are absent]
Because: [Competitive gap evidence]
Impact on brief: [How this changes the channel mix]
Implication 3 — Tone: [The tonal register available because it's absent from the category]
Because: [What the current category tone sounds like — and why the gap exists]
Impact on brief: [How this changes the creative direction]
Implication 4 — Audience: [Segment competitors have ignored that the client can own]
Because: [Who is underserved and why]
Impact on brief: [Audience prioritisation recommendation]
Implication 5 — Timing: [Window of opportunity — when to move before a competitor closes the gap]
Because: [Competitive context / regulatory / seasonal]
Impact on brief: [Timeline recommendation]
Save to data/1-Projets/clients/[client]/competitive-comms-map.md
Structure:
brief-analyzer (competitor list), media-landscape (channel context)message-architecture (differentiation), campaign-strategy (channel), media-landscape/comms:monitor, /comms:strategy, /comms:pitch