Material
A material is a piece published by the brand on a channel: a post, a website page, an ad, a package. Each material is coded separately and receives a 100-point profile across the 12 archetypes. All the materials from a period make up the profile of what the brand does, the “Does” perspective.
How it enters the measurement
Platform material · not part of the published instrument
Each material records where it comes from and who coded it, so that every conclusion points back to the materials it rests on.
An example
Platform material · not part of the published instrument
A post with a story about the coffee shop's founder and one with a discount are two different materials, with different profiles.
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.