BEC – Blue Elephant Canvas

Create your own distinctive positioning to stand out from the background noise

In a global environment where thousands of companies compete for customer attention, differentiation becomes crucial. Many brands struggle to build a unique value proposition and end up competing solely on price, with negative consequences for margins and brand perception.

The Blue Elephant Canvas is a service developed to identify and define the Unique Selling Proposition (USP) and the Unique Value Proposition (UVP) of a company. The underlying idea is to highlight the so-called "blue elephant" in the room: what truly makes the company, its product, or service special, and which is often overlooked or poorly communicated.

Key elements of the Blue Elephant Canvas

• Analysis of the competitive context: identification of direct and indirect competitors, with evaluation of strengths and weaknesses.
• Identifying differentiation levers: design, technology, company history, sustainability, after-sales service, etc.
• Audience segmentation: definition of the main customer clusters and their needs, to be correlated with the distinctive characteristics of the offering.
• Communication test: Simulation of advertising messages and payoffs, to verify which storytelling generates the greatest impact and consistency with the corporate identity.
• Strategic Roadmap: summary of positioning choices, any product changes, and long-term communication guidelines.

Adopting the Blue Elephant Canvas means moving from a “push sales” approach to a logic in which the market “pulls” the product, recognizing it as something authentically unique and valuable.