Frame of reference · The category · Element
The distance
How far apart the two are, and whether that matters.
The part
What it is
A small distance is normal and requires nothing. A large one means the brand is being judged by criteria it was not designed for.
Closing it costs years and money, which is why the honest answer is frequently to accept the customer’s category and compete well within it.
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.