Believes
“Believes” is one of the 4 perspectives of ACM Framework: what the leadership believes the brand is. It belongs to the brand 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
The leadership answers the questionnaire, each person separately, and their ratings become a profile. It feeds the Integrity, Mirror and Boldness gaps.
An example
Platform material · not part of the published instrument
The leadership of a coffee shop describes it as warm and approachable: its profile has the largest share in the archetypes of care and belonging.
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.