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What we learn by measuring brands. The method, the archetypes, guides and case studies, for brands, agencies, teachers and students.
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Clear filter ×Blog ACMWhy I published the method before the dataA marketing framework can only be checked if it wrote down its assumptions before the data, with a date, in a public place. ACM Framework published its rules and declared 95 benchmarks before any measurement, so that the predictions can be compared with what comes out.Blog ACMFrom RIFC to ACM Framework: message clarity, brand coherenceRIFC checks whether a message is clear to the person it was written for, before you publish it. ACM Framework checks whether the brand resembles itself across all channels, over time.