UNDERSTOOD VS DISTINCT
Each line is one brand: how clearly the machines understand what it is (right) against how distinctly it reads as itself (left). Clarity runs
at a median of 17 out of 20. Identity runs at 9. No brand in the category reached 14. The line is the gap between being described and being
distinguished.
0
5
10
15
20
Allagash
8
19
Asahi
8
18
Tsingtao
7
17
Corona
9
18
Michelob Ultra
9
18
Coors Light
8
17
Pilsner Urquell
11
19
Bud Light
7
15
Miller Lite
9
17
Guinness
12
19
Sierra Nevada
9
16
Firestone Walker
10
17
Sam Adams
9
16
Athletic Brewing
12
18
Stella Artois
10
16
Blue Moon
7
13
Founders
5
11
Heineken
12
17
Budweiser
11
16
Carlsberg
11
16
Lagunitas
13
16
Modelo
13
15
identity ceiling — 13/20, nothing above it
Identity & voice
Semantic clarity
©ARACO 2026