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 Strategy for Millennials from Marketing Cloud
Interesting Infographic from Marketing Cloud proposing 5 steps to creating your Marketing Strategy for Millennials. As you might have noticed, I am advocating the use of the Marketing Canvas for designing your Marketing Strategy. Let's check whether these steps fit into the process?
Vos clients sont peut-être dangereux pour votre croissance?
Pensée du jour sur la tension qu’il existe entre les clients et l’innovation. Sont-ils antagonistes ou non? Les clients peuvent-ils être dangereux, ce qui est assez illogique pour un marketer?
How the Marketing Canvas Method Works: A Step-by-Step Guide
Six steps. One lead segment. A scored baseline, a ranked set of initiatives, and a 12-month roadmap with built-in gates. Here's the full MCM process — what happens at each step and why the sequence is non-negotiable.
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.
You need a SHARP Value Proposition
When developing your Value Proposition and Brand Positioning, it has to be S.H.A.R.P. What does it mean?
Questions you should ask with the Marketing Canvas
Marketing canvas is an easy yet powerful tool you can use for assessing your Marketing Strategy. It works for small and very large companies. It can be used by novices or experts. A list of key questions to be asked can be found in this article. Enjoy!
Why you need a bold question for your Marketing Strategy?
What is the best way to start defining the marketing strategy of your company, business or activity? My proposal is to start with a bold strategic question! Why?
Innovation Bootcamp @Besix
Please find below a video about the Innovation Bootcamp I co-created and facilitated with Solvay Brussels School for a great Belgian Company (they built the highest tower in the world in Dubai). Great team, great people, great energy and fantastic ideas.
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.
Marketers, You Should Unlock The Next Decade
As CMOs gain more power in the boardroom — and over technology spend — it will be critical that they understand the factors that drive success.
Nagle's 9 Pricing Sensitivity Drivers — And What Each One Means for Your Marketing Strategy
Most companies treat price sensitivity as a finance problem. It isn't. Each of Nagle's 9 drivers maps directly to a strategic dimension you can score, monitor, and improve. Here's the full breakdown.
Marketing Canvas - Job To Be Done
Customers don't buy products — they hire them to make progress. Dimension 110 of the Marketing Canvas explains how to define the job at all three layers (functional, emotional personal, emotional social), why it is a Fatal Brake for Category Creators, and the single diagnostic sentence that exposes whether your team actually knows it.
We are entering in a new world, Are you ready?
Some inspirations for helping you to understand that the world of tomorrow will CERTAINLY NOT be like today. 3rd industrial revolution, 4th industrial revolution, industry 4.0, World in 2050
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.
How to Assess your Marketing Situation With the Marketing Canvas?
One clear objective of the Marketing Canvas is to facilitate debate and discussion around a clear strategic challenge question. Most of the specialists of the leadership topic agree that one of the key reason why strategy is failing is because the decision that has to be made is unclear! When you do the strategic marketing exercise, you need to be crystal clear about which question you are trying to answer.
Interview by Scott King
In this episode, Laurent and Scott talk about overcoming marketing complexities and the risks involved in growth marketing. We touch on influencer marketing, artificial intelligence and questions his students ask him about marketing evolution.