Expects
“Expects” is one of the 4 perspectives of ACM Framework: what the client expects from a good brand in the category. It belongs to the client and to what should be (the normative level). Like every perspective, it is a 100-point profile across the 12 archetypes, then compared with the others.
How it enters the measurement
Platform material · not part of the published instrument
A survey about the category, without the brand's name, gives the norm to compare against. It feeds the Promise, Contrast and Boldness gaps.
An example
Platform material · not part of the published instrument
Clients say that a good coffee shop must be, above all, trustworthy and friendly: that is the category norm.
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.