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.