Brand personality · The behavioural rules · Element
The rule
What the brand does in that situation.
The part
What it is
Written as an action rather than a principle. “Say what went wrong before saying what we will do about it” is usable; “be transparent” is not.
Where the rule is a departure from what would otherwise be natural, saying so makes it more likely to be followed.
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 judgement cases
What happens when no rule applies.
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