Patrick Woods developed the concepts behind the Brand Strategy Canvas at the advertising agency Archer Malmo, where he launched a team for startups that built brands and go-to-market plans for early-stage companies (Woods, 2020, pp. vii, ix). He built the canvas with the writers Justin Dobbs and Dan Price and presented it with Price over several years before describing it in a book (Woods, 2020, p. ix). His starting point: almost anyone can build a product, but building a brand is "just as hard as ever", and founders need "useful tools" rather than checklists (Woods, 2020, p. xi). The canvas charts a brand strategy on a single page in ten boxes and four sections that are filled in order, so that each answer narrows the decisions that follow (Woods, n.d., sections "The Framework" and "How It Works"; Woods, 2020, p. xii). In the book, the first three boxes of the canvas cover audience, competition and product (Woods, 2020, p. xii); the current template on Woods' website adds the Cultural Moment as a fourth box of the market opportunity and a matching line, "at a moment when", in the positioning statement (Woods, n.d., figure and section "How It Works"). At its centre stands a positioning statement, and "every box above this one exists to make this sentence true" (Woods, n.d., section "How It Works").