Load a brand:
Semiotic visual / verbal identity
Narrative story and myth
Ideological values and purpose
Experiential touchpoints and use
Social community and status
Economic price and value
Cultural aesthetic codes
Temporal heritage and era
Net signed contribution — strength × valence, per dimension overall lean +.00
− aversion0devotion +

Three numbers, two of them independent. Strength is the vector's length; valence is its tilt — the projection of the direction on the horizontal axis, so a dimension can be long and dead straight (strongly registered, zero direction). The product, strength × valence, is the net signed contribution — a derived “bottom line,” shown on the ruler below — and it is not valence: a faint-but-positive dimension and a strong-but-neutral one can both sit near the ruler's centre for different reasons. The lanes never share an origin — that would invent adjacency between independent dimensions, the same reason the profile uses bars, not a radar. The five canonical brands set strength only; any sign you add here is illustrative, not part of the canon. The measured version of this signed profile is the Brand Spectrometer: it reads valence per dimension from real public artifacts and reports a sign only where it clears a noise floor — below it the lean greys out as “can’t tell” rather than fake a direction. For the theory, the CMO path.

Strength and direction, eight times over

A bar profile tells you how loudly each dimension registers. The signed profile adds which way each one points — and keeps the two independent, so “strong” never quietly means “liked.” The net contribution is a convenience, not a third axis; read it as the lean a dimension adds, never as its valence. Start from the CMO path on the Guide.