With a full picture of the relationship between features and benefits, we come now to the centerpiece of the canvas: the positioning statement. It’s the geographic center of the canvas but the philosophical center of the strategy process as well.
That’s because, as we’ve said, strategy is, at its heart, a series of choices that define how you’ll focus your efforts. With the Brand Strategy Canvas, you’ve looked broadly outward into the world, then based on your context, added truths to each box that are relevant to your company. You’ve chosen ...
