The question of whether classically conformal modifications of the standard
model are consistent with experimental obervations has recently been subject to
renewed interest. The method of Gildener and Weinberg provides a natural
framework for the study of the effective potential of the resulting
multi-scalar standard model extensions. This approach relies on the assumption
of the ordinary loop hierarchy λs​∼gg2​ of scalar
and gauge couplings. On the other hand, Andreassen, Frost and Schwartz recently
argued that in the (single-scalar) standard model, gauge invariant results
require the consistent scaling λs​∼gg4​. In the
present paper we contrast these two hierarchy assumptions and illustrate the
differences in the phenomenological predictions of minimal conformal extensions
of the standard model.Comment: 20 pages, 19 figures. v2: Typo in (3.3) corrected, references adde