From purpose to results

The most downloaded marketing canvas

Starting from the goal, the Visual Communication Planner helps to understand the necessary path to climb the top of the strategy.

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The book on the Visual Communication Planner!

With a foreword by Philip Kotler

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The book by Gabriele Carboni, Philip Kotler and others

Essentials of Modern Marketing - Italy edition

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The Marketing Distinguo card deck is now 50% off!

Discover what makes you different from the competition

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Visual Communication Planner white sheet

Not a marketing expert?

Perfect for marketing and communication professionals and non-specialists alike, the Visual Communication Planner allows you to outline and visualise your strategy simply and understandably.

Climbers are used to looking at the top of the mountain and to imagine to follow the path to climb it backwards. They pick their goal and work backwards from there.

Learn how to use it

Outlining your communication strategy has never been easier. Download and print the tool, watch the videos, answer the questions and start creating your visual plan today.

Please keep in mind that each element is related to the others. You need to have in mind the whole strategy, even when you focus on defining each element.

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The new slides

Turning assumptions into questions is the best way to initiate change.

If you are a business, writing down the answers to the questions helps you quickly identify any errors in your digital marketing plan and outline the correct activities.

If you are a consultant, complete the VCP with your client. It will help him understand the value of your work.

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In good company

Plot a path to communication success, analyse the most effective methods and eliminate operational issues and problems along the way.


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Enjoyed with satisfaction also by

Ulster University
Eastern Illinois University
NEXT University
Ca' Foscari Venezia
Università Internazionale Roma
Università Modena Reggio-Emilia
Weevo Executive Academy
Nuova Didactica Confindustria
Italian Trade Agency

“The perfect strategy is like water, it has no definite shape. It adapts to changing conditions, to the situation it encounters. Only in this way a strategy does achieve its goal. For this reason the Visual Communication Planner does not offer answers, but questions."

Gabriele Carboni

Analyse your position

Develop a new communication strategy or optimise your existing plan by analysing your current strengths and weaknesses.

Determine the investments

A good piano leaves out no detail. Work out what to invest and when throughout the life of your strategy.

Identify your audience

Target the right prospects and position your products and services perfectly within their minds.

Create your content and choose your channels

Curate your existing content, create a content calendar and develop fresh new material for all your communication channels.

Set your goals

Determine your objectives and plot a path to success.

Establish your KPIs

Analyse your data, review your results and get a serious Return On Investment.

Two new assets for your communication strategy

Differentiation in three steps5 stars on Amazon

Learn the concept and the method to stand out from the competition

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Differentiation in marketing: the new PODCAST by Gabriele Carboni

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Visual Communication Planner in team

Update your old version

What's new in version 4.9

- From a canvas to a journey, a completely new approach to digital strategy.

- New elements and new slides.

- New graphic layout and logo.

- New free videos.

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The Marketing Distinguo card deck

"...a process to finally come to the differentiation you need". Prof. Philip Kotler

The Marketing Distinguo is a simple process to answer the most difficult question: “Why should I buy your company’s product rather than your competitor’s?”

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The author

Gabriele Carboni


Defined by "Game-changer of digital marketing strategies".

Defined by Going Global UK: "Leading expert in international digital marketing strategies".

Founder of the “Be Brilliant” project with Kotler Impact Inc. by Prof. Philip Kotler.

Among the 5 major Italian marketing influencers according to Digitalic.

Author of "Web strategies for foreign markets", Hoepli 2016 and "The Marketing Distinguo: differentiation on three steps", Amazon 2019.

Author of the chapter “Disruptive digital marketing strategies” for the Kotler-i & Partners book “Essentials of Modern Marketing”.

Co-author with Philip Kotler and other gurus of marketing of the book “Essentials of Modern Marketing - Italy edition”.

Creator of the Visual Communication Planner, the most downloaded marketing canvas in the world.

Trained by the MIT on Digital Business Strategy, by HBS on Sustainable Business Strategy and by Centro di Terapia Strategica on Strategic Communication.

Awarded among the three Best 2019 Marketing Innovation at DES 2019 in Madrid with the Marketing Distinguo project.

Lecturer for several Italian and international universities such as University Ca' Foscari of Venice, IULM Milan, University of Modena and Reggio Emilia, University of Bologna, University of Trento, International University of Rome, University of Bologna, 24 Ore Business School, Eastern Illinois University.

Consultant of BPER Banca for web marketing strategies for foreign markets.

Part of the UNI commission for the definition of legislation relating to the profession of the Export Manager and the Digital Export Manager.

Global keynote speaker for various events in Italy and abroad including the World Marketing Summit.

Gabriele Carboni and Philip Kotler

«I have created this tool as a community give back, a contribution to the marketers, professionals, entrepreneurs and managers sharing with me the path so far. The VCP was born from the idea of simplifying the fundamental mechanisms for a conscious use of digital tools for marketing purposes.»