Brand personality · The behavioural rules · Element
The judgement cases
What happens when no rule applies.
The part
What it is
Most situations are unwritten. The fallback should be a question rather than a rule — which trait matters most here, and what would that mean?
Naming who to ask is the other half, and it should be someone reachable rather than someone senior.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
The other elements in the behavioural rules
The situations
The specific circumstances the rules cover.
LearnThe rule
What the brand does in that situation.
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