Archetype
An archetype is one of the 12 behaviour patterns of a brand, in the fixed order of the published instrument. ACM does not place a brand in a single archetype: it describes it through a profile that divides 100 points among all of them. Each archetype has a card setting out what it does in communication, its tone and its limit.
How it enters the measurement
Platform material · not part of the published instrument
Only the observable behaviour from the card is coded (what the brand does in communication). The desire and the fear on the card help understanding, but they are not coded.
An example
Platform material · not part of the published instrument
A brand that simplifies choice and speaks calmly and directly is close to the Innocent; one that defies the category’s rules, to the Outlaw.
Further
Platform material · not part of the published instrument
Related terms
Platform material · not part of the published instrument
The method and the author
Platform material · not part of the published instrument
All the reference pages describe the same method: how ACM Framework measures a brand's coherence. The terms are explained in the glossary. The instrument is openly published, with DOI 10.5281/zenodo.22926708, by Dumitru Talmazan.