The aisle the buyer already shops — your category choice.
In positioning, the frame of reference is the category the buyer puts you in so they can compare alternatives. “AI-powered platform” is not a frame. “Content performance analytics” is. Pick a frame they already have words for, unless you are funding category design.
The frame sets the shortlist. A wrong frame puts you next to the wrong rivals and the wrong budget line. Dunford chooses category last for this reason.
No. Frame of reference is choosing an existing aisle. Category design is teaching a new one.