Channel
A channel is a place where the brand publishes: the website, a social network, ads, packaging or the shop. The materials on the channels give the “Does” perspective. A channel enters the calculation only with at least 10 materials, and the channels are compared with one another to see whether the brand says the same thing everywhere.
How it enters the measurement
Platform material · not part of the published instrument
Dispersion is the average of the distances between all pairs of channels: it shows how differently the brand speaks from one channel to another.
An example
Platform material · not part of the published instrument
A brand that is calm on its website and aggressive on TikTok has a high dispersion across channels, even if their average resembles what the leadership believes.
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.