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.
Why Your Competitive Position Determines Which Revenue Lever to Pull
Your M8/M9 perceptual map position is not just context — it is a hard constraint on what your revenue strategy can actually do. Choosing the wrong lever from the wrong position destroys value instead of creating it.
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 - User Acquisition
Acquisition scores four metrics — CAC, conversion rate, CLTV/CAC ratio, and time to conversion. Learn the canonical diagnostic range and why the ratio matters more than the absolute number.
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 - Channels
Most companies have channels. Few have orchestrated channels. Dimension 430 of the Marketing Canvas scores the difference — and explains why a brand with three connected channels outperforms one with eight siloed ones.
Marketing Canvas - Pricing
Pricing errors run in both directions. Underpricing signals low quality and leaves margin on the table. Overpricing creates resentment no feature list can fix. Dimension 330 of the Marketing Canvas scores whether your pricing actively supports your positioning — or quietly contradicts it.
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.
Marketing Canvas - Engagement
Satisfaction and engagement are not the same thing. A customer can score 7/10 on satisfaction and never return. Dimension 140 of the Marketing Canvas explains the difference, how to measure it, and why engagement is the leading indicator that predicts churn before it appears in the revenue line.
6 simple principles for your marketing strategy
6 simple principles that could help you when working on your Marketing Strategy. Some companies are trying to be perfect before moving to step 4. While we should always do our best at step 1-3, I believe the most important are 4-6.
New Business Models in a Digital Future
In a world strongly influenced by new technologies, new business models are emerging for brands. We usually defined this new world as a digital world but what digital really means? In this presentation, I explore the impact of digital and propose some recommandations that could help defining new ways of creating and capturing value.
Resources for Course on Customer Experience
List of resources (books, articles, video, website) that I recommend you to visit if you are interested in the Customer Experience topic. I am using these resources during my classes @SolvayBrusselsSchool and during workshops.
Everyone in Your Marketing Meeting Thinks Their Project Is a Must-Have. Here's How to Prove What Actually Is.
You have been in that meeting. Twelve initiatives, all marked "priority," and no agreement on what to actually do first. The MoSCoW method gives you better language for the conversation. The Marketing Canvas Method gives you the evidence to end it.