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 - Emotions
Features bring customers in. Emotions keep them and make them advocate. Dimension 320 of the Marketing Canvas distinguishes between the emotional job customers want to feel in their lives and the emotional benefit your product actually delivers — and explains why B2B brands skip this distinction at their peril.
Marketing Canvas - Features
Having twenty features means nothing if none of them is the definitive reason to buy. Dimension 310 of the Marketing Canvas scores features on three levels — core, differentiating, unique — and explains why it appears in seven of the nine strategic archetypes.
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.
Marketing Canvas - Pains & Gains
A list of customer frustrations is research. A list of frustrations mapped to the journey stages where they occur is strategy. Dimension 130 of the Marketing Canvas explains the difference — and why getting it right determines the reliability of every downstream score.
Marketing Canvas - Aspirations
Features convert browsers into buyers. Aspirations convert buyers into advocates. Dimension 120 of the Marketing Canvas scores the identity layer — who your customers are trying to become — and explains why brands that connect to it earn loyalty that feature parity cannot replicate.
How to Turn Sustainability Goals Into Real Marketing Strategy
Most sustainability briefs land without a number or a deadline. Here is how earlier-career marketers can turn a vague direction into a structured goal their team can actually execute.
Marketing Canvas - Market and Economic Value
Economic value can be described as a measure of the benefit from a good or service to an economic agent. It is typically measured in units of currency. Another interpretation is that economic value represents the maximum amount of money an agent is willing and able to pay for a good or service.
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.
Your Revenue Goal Is Too Vague. Here Is How to Turn It Into Something Your Team Can Actually Act On
"Grow revenue by 15%" is a financial objective, not a strategic instruction. It does not tell your team which variable to move or whether your market even supports the lever you are about to choose. One equation changes that — and makes the conversation in your next planning meeting a lot more useful.
Marketing Strategy Execution - How to start a movement?
Most of the time, I am facing the situation where I need to engage people in executing the strategy. Easy to say but probably the most difficult part of being a CMO (make it happen).
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?