Optimal band
The optimal band is the interval within which the gaps measuring position relative to the norm should sit: 20 ± 15, that is, between 5 and 35. Below it, the brand is too conform and easy to replace; above it, it departs so far from the category that it risks no longer being recognised.
How it enters the measurement
Platform material · not part of the published instrument
It applies to the 2 gaps that compare the brand with the category norm; their average gives the position: too conform, in zone, distinct.
An example
Platform material · not part of the published instrument
A coffee shop almost identical to what everyone expects of coffee shops falls below the band; one that no longer resembles a coffee shop at all, above 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.