The blood, sweat and tears story behind the Brand Thinking Canvas

It took me ten years to know how to draw it, but the journey was worth it. Through the Brand Thinking Canvas, I’ve worked with over 2,000 amazing individuals and companies and trained 32 brand professionals to use the canvas in their own practice.

The Brand Thinking Canvas is not a complicated model. Several rings, a few subcompartments, two pages with simple questions: ‘who are you?”, and “who is your audience?”. But it took me ten years to understand how to draw it*.

That’s because it’s not just a model: it’s also a process of co-creation and ideation, and a compass for implementation. It…