Main archetype
The main archetype is the archetype with the largest share of a profile. It is only a summary: coherence is measured on the whole profile, across all 12 archetypes. Two brands with the same main archetype can be very different, and a coherent brand can have a profile divided among several closely related archetypes.
How it enters the measurement
Platform material · not part of the published instrument
The leadership chooses its main archetype; in the agreed baseline, it receives a fixed share of 35 out of 100, and the rest is divided according to the leadership's measured profile.
An example
Platform material · not part of the published instrument
Two dairy producers can both have the Innocent as their main archetype, but one with the Caregiver close by, the other with the Everyman.
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.