Gap
A gap is the distance between the profiles of two perspectives of the same brand, from 0 (identical) to 100 (completely different). ACM Framework has 6 gaps, each with a question: 4 aim for zero, and 2 aim for a band, because they look at the category norm. Together they show where the brand breaks.
How it enters the measurement
Platform material · not part of the published instrument
The distance is calculated across all 12 archetypes and compared with the published thresholds: below 15 is small, above 25 is large.
An example
Platform material · not part of the published instrument
If what the leadership believes and what the brand publishes differ greatly, the Integrity gap is large: the brand does not do what it says.
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.