Distance
The distance between two profiles is the sum of the absolute differences across the 12 archetypes, divided by two. It ranges from 0, when the profiles are identical, to 100, when they have nothing in common. It is the same measure for the gaps and for the agreement between two coders, so the same thresholds apply to both.
How it enters the measurement
Platform material · not part of the published instrument
Dividing by two means the distance tells you how many points must be moved for one profile to become the other.
An example
Platform material · not part of the published instrument
If a profile moves 17 points from one archetype to another, and the rest stays identical, the distance between the old profile and the new one is 17.
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.