Four brands across five dimensions, weighted for healthcare. Trust carries 35%, Mission 25%, Awareness 10%. etherFAX wins the composite at 65.00 on the strength of Trust and Differentiation, the moat the wholesale layer carries. The dashed crimson arc between Awareness and Loyalty is the broken edge, the wholesale signal read two ways. Click any brand chip to toggle visibility.
Combined contribution 25 out of a possible 25 weighted points. The two dimensions share one cause. etherFAX wins the wholesale layer, and the wholesale layer does not generate buyer-side awareness or partner-side loyalty. Same signal, read on two axes.
The named category lifts Awareness over twelve to eighteen months. The buyer-facing advisory channel lifts Loyalty by reducing partner-concentration exposure. Two moves, one investment thesis. The same thesis the institutional growth capital underwrites. Projected Brand Power Index after the recovery moves: ~72 / 100, Strong band entry, twelve-month horizon.
All four brands compete in healthcare. The weight profile pays Trust 35% and Mission 25%, the dimensions the FedRAMP-IL5 and patent stack feed. etherFAX wins the composite by 4.8 points over Consensus despite the smallest revenue line, because the moat is structural rather than commercial. The dashed crimson arc is the diagnosis: Awareness and Loyalty are the same wholesale-layer invisibility read two ways.