What Caliber Produces
15 questions map buyer psychology, demand type, category conventions, and the white space your competitors are missing.
Composite score across 6 brand modules. Personality radar, logo direction, Right to Win.
Three fully scored strategies — palette, typography, taglines, voice sample, and a logo brief. Pick one. Brief your designer.
Caliber Score Scale
Research Foundations
The BESM scoring model is grounded in peer-reviewed research across brand psychology, psycholinguistics, color perception, and consumer behavior. Key frameworks include:
Five-dimension personality model (Sincerity, Excitement, Competence, Sophistication, Ruggedness) used as the common language across all six BESM modules.
Aaker, J.L. (1997). Journal of Marketing Research.
Mental availability and distinctive brand asset theory. Drives the Heritage and Equity Score (BHES) module and asset evaluation methodology.
Romaniuk, J. & Sharp, B. (2016). How Brands Grow Part 2.
Phonetic quality scoring based on initial phoneme strength, vowel composition, consonant voicing, and sound symbolism congruence.
Klink, R.R. (2000). Marketing Letters. Lowrey & Shrum (2007). Journal of Consumer Research.
Evidence-based color-personality matrix mapping 10 color families against 5 Aaker dimensions. Consensus associations from aggregated cross-cultural research.
Labrecque & Milne (2012). Journal of the Academy of Marketing Science.
Font-personality matching framework. Typeface classification aligned to brand personality targets for coherence scoring.
Doyle & Bottomley (2006). Psychology & Marketing.
Applied to the Color Score differentiation module. Brands using unique colors in their competitive set score higher on mental distinctiveness.
Von Restorff, H. (1933). Applied to brand differentiation scoring.
BESM v1.3 — a composite brand scoring model grounded in the frameworks above.