ACM blog · Marketing
Method
What we learn by measuring brands. The method, the archetypes, guides and case studies, for brands, agencies, teachers and students.
Most readWho is USM? Group SMK260 measures the university’s brand7 minFour people, four cafés: a brand has four characters10 minSmile Dent Team: a brand audit of a dental clinic6 min
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Clear filter ×MarketingFour people, four cafés: a brand has four charactersBrand coherence is the distance between four pictures of the same brand: what management believes, what the brand publishes, what the client expects from the category and what they actually see. ACM Framework puts them on the same map and shows where the picture breaks and what to fix first.MarketingThe brand you believe in isn't the one the client seesClients see a brand differently from the company because they look from a different place: the company from its intentions, the client from what they receive. ACM Framework puts the two pictures on the same map and shows where the road between them breaks.MarketingThe 8 moments when a brand audit changes a decisionYou need a brand audit whenever you are making a brand decision and don’t know where you are starting from. ACM Framework does it at eight moments, across four phases, from the starting audit to periodic measurement.