Diagnosis
The ACM diagnosis has two words. The first is coherence, from the Integrity, Legibility and Mirror gaps: Chaotic, Impostor, Misunderstood, Aligned, Mixed. The second is the position relative to the norm: too conform, in zone, distinct. The rules are written in the published instrument and are checked in order, and the first one that matches wins.
How it enters the measurement
Platform material · not part of the published instrument
Chaotic: The distances are large everywhere. The work does not start with communication; it starts with deciding who the brand is. Impostor: The brand says one thing and does another. This is not a communication problem but a behaviour problem: no campaign fixes it. Misunderstood: The brand does things well, but it is not seen. This really is a communication problem, and it is fixed relatively quickly. Aligned: The brand says what it does, is seen doing it, and is seen as it believes itself to be. From here the work is on differentiation, not coherence. Mixed: The brand fits no pattern cleanly. This is not a category to be ashamed of: the six distances are reported, not the label.
An example
Platform material · not part of the published instrument
A brand that does what it says but is not seen comes out as “Misunderstood”: the problem is one of communication and is fixed relatively easily.
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.