Norm (category)
The norm is the profile of what clients expect from a good brand in a category, without the name of any particular brand. It is what a brand's difference is measured against. A norm is reported only if it comes from at least 3 brands, so that it is not, in fact, the portrait of a single competitor.
How it enters the measurement
Platform material · not part of the published instrument
It comes from the category survey (the “Expects” perspective). It feeds the position gaps and Promise.
An example
Platform material · not part of the published instrument
For pharmacies, the norm may call mainly for care and trust; a pharmacy that communicates like an adventure brand departs strongly from it.
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.