© Patrick Woods 2020
Patrick WoodsThe Brand Strategy Canvashttps://doi.org/10.1007/978-1-4842-5159-1_3

3. Market Opportunity

Laying the Foundations of Your Brand Strategy
Patrick Woods
(1)
San Francisco, CA, USA
 
Okay, now that you’re armed with an understanding of the overall structure of the Canvas, let’s dive in to each individual box. The Brand Strategy Canvas begins where you began: with an opportunity in the market. The first three boxes capture that opportunity.
Usually, some insight will be derived from the triangulation of the forces represented by these three boxes that will point the way to a unique brand idea. Let’s dive deep into each area, then explore how they fit together.
As you’ll see, these three boxes are tightly interconnected, ...

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