The toolkit
Canvases, templates, checklists, worksheets and calculators to use today. Each one is built on a named framework, explained with its sources, and ready to fill in here, print or download. What you type stays in your browser.
Canvases2
One page that holds a whole idea, filled in together.
- The brand platform canvas: purpose, positioning, personality and proof on one pageEight boxes that write down what a brand stands for and how it shows up: purpose, vision, values, positioning, personality, promise, proof and distinctive assets. Drawn from Aaker, Keller and Kapferer, with distinctive assets after Romaniuk.
- The customer journey map: stages, touchpoints, needs, feelings and ownersA canvas that lays one customer's journey along a line, from discovering a need to recommending the brand, and fills in what happens at each stage: the touchpoints, the need, the feeling, the message and the team that owns it. After McKinsey's consumer decision journey and the touchpoint research behind it.