I call this a strategy canvas - which i developed about 2 years back. Rigorous linear process to help brands develop a truly unique (functional) position

1. Man on the Moon Consulting
Redefining market & brand boundaries
Core customer strategy canvas:
This exercise is fundamental to building a unique position for
brands, and it’s impact is both operational, and on
communications.
It first captures brand positions according to attributes deemed to
affect your core customers’ choices.
The canvas below shows the current position of your brand, your
competitor’s position, and finally your future brand position – as
you seek radical differentiation.
Note the arrows. Action plans will be built so that you can
operationally deliver on the future brand promise.
5
Your brand
4
position future
3 Your brand
position today
2
Competitor
1
0
Attribute 1 Attribute 2 Attribute 3 Attribute 4 Attribute 5