Brand personality · The behavioural rules · Element
The situations
The specific circumstances the rules cover.
The part
What it is
A complaint, a mistake, a refusal, a delay, a request outside the boundary, a public criticism. These recur and they are where behaviour is judged.
Chosen because they happen frequently, not because they are dramatic.
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 rule
What the brand does in that situation.
LearnThe judgement cases
What happens when no rule applies.
Learn