Marketing strategy that works
in the real world.
Framework deep-dives, archetype guides, and research analysis built on the 24 dimensions of the Marketing Canvas Method.
Don't know your archetype yet?
12 minutes. 24 dimensions scored on a forced-choice scale. You get your Strategic Archetype, your Vital 8 against target, and your Fatal Brakes flagged — before you read anything else.
Get the scoring worksheets.
6 printable A4 scoring grids for running the MCM assessment with your team — no screen required.
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Marketing Canvas - Budget
Budget is the 24th Marketing Canvas dimension — scoring not how much you spend, but how deliberately. Learn the four properties, the 3-Cycle allocation logic, and the 90/10 innovation reserve principle.
Marketing Canvas - User Lifetime
Lifetime measures how long customers stay — scored as 1/churn rate. Learn the four properties, the CRC/CAC benchmark, and why a leaky bucket makes every other marketing investment less efficient.
Marketing Canvas - ARPU
ARPU measures whether you are maximising revenue from each customer through frequency, spend, and value growth. Learn the four properties, the revenue equation, and why measurement capability is the prerequisite everything else depends on.
Marketing Canvas - Influencers
The Influencers dimension of the Marketing Canvas scores four properties — purpose alignment, goal clarity, authenticity, and long-term measurement. Learn why follower count is the wrong selection criterion.
Marketing Canvas - Media Strategy
Media is the distribution layer of the Marketing Canvas. Learn how the four media types — owned, earned, shared, paid — work as a system, not silos, and why sequence matters.
Marketing Canvas - Visual Identity
Visual identity is the only Brand dimension customers score before any interaction begins. The first impression formed from a colour, a typeface, or a photography style is a scoring event — rapid and largely subconscious. Dimension 240 of the Marketing Canvas applies four tests to determine whether what customers see matches what the brand stands for.
Marketing Canvas - Values
Most brands have values on a wall. Very few have values that change decisions. Dimension 230 of the Marketing Canvas scores the difference — and the acid test is a single question: can you name a decision made in the last year because of a stated value, even when a different decision would have been more profitable?
Marketing Canvas - Positioning
Demystify brand positioning with the Marketing Canvas methodology. Understand its significance, different types, and evaluation process. Enhance your brand's market presence with effective positioning strategies.
Marketing Canvas - Purpose
Purpose is the only strategic dimension that earns its authority by ruling things out. If your brand's purpose permits every decision, it isn't a purpose — it's a slogan. Dimension 210 of the Marketing Canvas explains what authentic purpose actually is, how to score it, and why it drives strategy for Brand Evangelist, Stagnant Leader, and Pivot Pioneer archetypes.