Designing and understanding brands and how the behave as figments of their own is hard enough. Having a simple structure that one can use to design and / or understand a brand makes designing businesses so much easier.
The Brand Canvas
When you should use this
- In the HBR article 7 Steps to Deliver Better Customer Experiences Denise Lee Yohn gives excellent advise on designing for and from a customer perspective. The Brand Canvas and The Customer Journey are tools that will help you work through the 7 steps Denise is writing about.
- In this article from IDEO about Brand Architecture you can understand how to consolidate and connect brands. The brand canvas can be used as a tool in the design of the architecture.
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