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.
Canvases1
One page that holds a whole idea, filled in together.
Templates3
The documents a plan needs, with the headings already right.
- The message house template: one umbrella message, the pillars and the proofA one-page house that turns a brand platform into messages every team can use: the umbrella message on the roof, three or four pillars, the proof points under each, and the values and facts that hold the foundation. A practitioners' tool whose origin is unclear.
- The positioning statement: for, who, is a, that, unlike, becauseOne sentence that says who the brand is for, what it is, what it does better than the alternative and why anyone should believe it. The fill-in-the-blank form credited to Geoffrey Moore, checked against Keller's points of parity and difference.
- The agency brief template: the client's business brief to every agencyThe brief a client sends to its agencies and internal teams: where the business is now, where it needs to be, who it must reach, what the work must achieve, the budget, timing and rules, and how success will be measured. One brief for every discipline, after the industry's joint briefing guides.