Feedback collection and analysis procedures are optimised to ensure the highest levels of processing efficiency, consistency and integrity with absolutely minimal intrusion into the day-to-day activities of each registered ethical brand. Sponsors enjoy complete access to all of the relevant qualified and validated monitoring data we collect. Subscribe to our Full Service Plan and setup multi-user account groups with rule-based alert distribution to delegate responsibility for actioning the feedback pipeline.

• Purposes of Monitoring

  Monitoring serves two important purposes, which are both focused on delivering timely insight into the brand experience.

  • Operational Insight

    The first purpose of the ethical brand Monitoring Program™ is to deliver insight to each Sponsor and or his / her nominated delegates concerning any particular issues of interest or concerns that stakeholders are reporting through feedback - so that the organisation is aware and able to respond to these situations. The quality of these responses are also monitored.

  • Authentication

    The second purpose of the ethical brand Monitoring Program™ is to assure the integrity of each registered ethical brand by constantly assessing the health and vitality of the ethical brand Process™ at work within each registered entity, as well as its operational integrity, which concerns its ability to make consistently accurate interpretations about what 'doing the right thing' actually means.

• Enrolment Qualification

  We conduct basic screening on all newly registered ethical brands. This is to ensure that the entity is legitimate and is not an obvious non-starter. We also recognise that not every organisation that would like to be recognised as an authentic ethical brand is willing to subject itself to the type of self-examination that feedback monitoring induces. We therefore view the willingness of an entity to participate in the ethical brand Monitoring Program™ as reasonably strong evidence in its own right, of an entity's commitment to 'doing the right thing'.

• Hosted Environments

  All feedback is collected via online environments hosted on the Ethical Brand (International) service platform - each one dedicated to a registered ethical brand. Stakeholders access these feedback collection environments via a graphical link installed on the front page of each registered entity's main website. Each one is initially configured as a single eb Profile Page dedicated to each registered ethical brand and represents an important reference and focal point for the entity's assertion that it is an ethical brand.

  • Dedicated Touch Point

    Apart from the standardised feedback format, content in each environment is controlled via the Sponsors login account, which enables each of these dedicated environments to evolve into a fully fledged extranet, or standalone website environment that serves as a touch-point for stakeholder dialogue - supporting a variety of relevant communications. Click on the 'eb' button at the foot of this page to visit our own extranet, which serves as a basic example of a hosted extranet.

  • Evolving Flexibility

    The range of specific ways in which the extranet itself may be used are numerous. These include more complete, or detailed statements of relevant policies, challenges, initiatives, cases, product and service profiles, news and reports as well as areas for debate, issue profiling, market research activities and support for particular functions such as recruitment and various types of promotion and incentive schemes - to name a few. Each one represents strong context for everything from mutual learning and research to fully integrated marketing support that leverages the ethical brand Identity® - fostering trust, loyalty and aiding in the development of deeper stakeholder relationships.

  • Demonstrates Commitment

    Stakeholders generally appreciate the value of these feedback collection environments rather more than most other typical online feedback settings - even if they don't actually use it - because it demonstrates a genuine commitment to listening that is couched in the ethical brand context. This tends to encourage the submission of more open, honest and constructive (more valuable) feedback on the belief that their voice is likely to be heard, which is true, provided of course the user too is acting with integrity.

• Feedback Processing

  All ethical brand feedback environments are hosted and administered exclusively by Ethical Brand (International) using precisely the same format, data structure, validation, qualification and verification procedures across the entire global community of ethical brands to ensure that all feedback is consistently processed and analysed in a uniform, unbiased and largely automated manner.

  • Clinical Process

    Importantly, the only feedback we recognise for the purposes of authenticating ethical brands is feedback received via these forms, because each submission must be qualified and validated in order to meet the standards we have set for data integrity. Anonymous submissions are not accepted. If the identity of the person who made the submission cannot be firmly established, or confirmed, or the individual does not have de facto stakeholder credentials, or the substance of the submission is subjective, not substantiated in some meaningful way, or obviously irrelevant, flippant or malicious, it may remain an actionable event for the registered entity, but is considered invalid for the purposes of authentication analysis and therefore ignored.

  • Tolerant Methodology

    The authentication methodology is also very tolerent of qualified imperfection - which is to say that evidence of human fallibility is readily accepted and does not effect the rating or standing of the ethical brand - provided it recognises and responds to its shortcomings in a manner that is appropriate. However, under no circumstances do we provide service to Non-Starters.

• Rating Engine

  The ethical brand Rating Engine performs the bulk of the feedback analysis that underpins all of our licensing decisions. It is a heuristic based on Game Theory. The currency of the Rating Game is feedback that has been collected and vigorously qualified and validated by the ethical brand Monitoring Program™ to ensure that only high quality input data enters the rating environment. The object of the Rating Game is for all registered ethical brands to first attain the rating that is consistent with an authentic ethical brand and then to defend and protect that rating.

  These objectives are accomplished by taking real world action to neutralise any negatively charged feedback entering the rating environment. However, unlike most game environments the rules of the Rating Game are not stacked against participants. Organisations demonstrating a sincere commitment to 'doing the right thing' are encouraged, supported and rewarded with the opportunity to turn their commitment into an awesome competitive advantage. For those registered ethical brands on our free Basic Service Plan, achieving an authentic rating means your right to display one of these on your website extends for so long as you maintain this rating. Those on our Full Service Plan are automatically granted a Full License, which extends these rights to stationery and promotional contexts.

  This diagram provides a snapshot overview of the rating process.

  Of course the ethical brand Rating Engine is not a game at all, but follows similar rule patterns. However, if it was a game any enterprise that is genuinely committed to 'doing the right thing' would find it easy to play and win.

  
  

  • Strictly Confidential

    Ratings are strictly confidential. Sponsors are notified of rating changes, but these are never publicised by Ethical Brand (International). This merely reflects our view that it is critically important for all Sponsors to have the opportunity to control all of the publicity surrounding their participation in the ethical brand initiative - particularly during the early stages, when internal stakeholders are still being introduced to the idea.

    For many Sponsors the decision to register as an ethical brand is a very simple and uncomplicated one. In any event this is a strategic decision, so it is inevitable that the leadership of some of these organisations will encounter varying degrees of resistance to the changes that becoming an ethical brand implies.

    Some organisations require some time and support to clarify what being an authentic actually means and this work may need to be conducted with a great deal of sensitivity and behind closed doors prior to any formal announcement. This is because the decision to 'step up' to ethical brand can be both politically sensitive and open to misinterpretation by those who may even be familiar with the rules of the game, but unfamiliar with the heuristic nature of that commitment - particularly those with a vested interest in the status quo.

    
    
  • Rating Fundamentals

    • Purpose

      The primary purpose of the Rating Game is to ensure that licenses to use the ethical brand Identity® are only in the hands of those brands that actually deserve them, based on the observation and impartial analysis of the empirical evidence that player experiences and their responses to them produce.

      
      

    • Rating Classifications

      Each registered ethical brand is assigned one of three possible ratings to reflect the extent to which it displays the characteristics of an authentic ethical brand. These are: Genuine (authentic); Ambiguous (inconclusive); or Other (unlikely). A Genuine rating must be generated and then maintained by every entity that wishes to secure a Full License, and or to subsequently secure an Extended License - which applies to those wishing to display the ethical brand Identity® on products. An Ambiguous rating restricts each newly registered entity to a Limited License until such time as it is able to generate and sustain a Genuine rating. It then graduates to a Full License (Full Service Plan only). If a rating drops to Other at any time, the registered entity is at serious risk of having whatever license it currently holds, revoked.

      
      

    • Initialisation

      Each newly registered ethical brand is initially assigned an Ambiguous rating - representing a neutral starting point - and enters a minimum 30 day initial Qualifying Period, as soon as it activates its ethical brand by commencing participation in the ethical brand Monitoring Program™ - which involves installing one of these on its website using some simple HTML code we provide. The first positively weighted item received on behalf of this new account - provided it has no negative items queued - will immediately generate a Genuine rating. .

      
      

    • Feedback Weighting

      Only feedback that has been vigorously qualified and validated is assigned a weighting and released into the rating engine. That weighting is either a positive, neutral or negative and may, or may not have an immediate impact on the entity's current rating.

      
      

    • Negative Feedback Processing Delays

      A standard processing delay of 30 days is automatically applied to negative feedback. This is designed to allow a reasonable time for the entity to essentially listen, learn and respond to the input. A dialoque triggers the addition of more time to the processing delay period. Any response from the entity that represents a bona fide case for closing the matter - ie: an explicit offer of some kind - causes two weeks to be added to the amount of unused time remaining in the standard processing delay period.

      Reasonable requests for extra time to deal with any particularly challenging issues are welcomed on a case by case basis, but these must be submitted at least 5 days prior to the expiry of the processing delay period and motivated. From time to time it may also be necessary for us to pro-actively shorten, or lengthen the time allowed for producing a reasonable response to a particular item, but these would be exceptional cases.

      
      

    • Positive Processing Suspensions

      Once a rating is in the Genuine state, no further positively weighted input will have any impact whatsoever on the rating, which will simply remain Genuine. There is no cumulative effect. These 'extra' positive inputs are all recorded and reported to the registered entity and may be used to inform future licensing decisions, but have no bearing, or cumulative effect on an already Genuine rating.

      However, if an entity's rating is Ambiguous or Other and a negative item enters the rating engine, all positive feedback processing is suspended until the feedback is effectively neutralised, or closed.

    
    
  • Engaging & Neutralising Negative Feedback

    The rating for each registered ethical brand is determined by the flow of weighted feedback coming from its eb Profile Page or its eb Extranet (if they have one). Authentic ethical brands recognise that all real world responses to feedback have the potential to positively or negatively impact its rating. They neutralise all negatively weighted feedback by listening to, learning from and responding to the input - taking real world action that eliminates the negative potential of the feedback to impact its rating - within the negative processing delay period.

    We don't generally hold views on what specific responses are appropriate or not in a particular situation. Unless we are formally invited to deliver advice our role is confined to observing whether or not the ethical brand is demonstrating the characteristic operational integrity of an authentic ethical brand. The quality of these responses should aim to address relevant concerns and deliver a mutually satisfying outcome and if not, at the very least establish a constructive dialogue. Any ethical brand that is sincerely focused on demontrating this will generate an authentic rating with ease.

    Of course, pleasing everyone all of the time is seldom possible, so the important thing is to ensure that a sincere effort is consistently made to thoughtfully consider each negative item of feedback and draw it to a reasonable conclusion that is ideally mutually satisfying to the organisation and the stakeholder - within a reasonable period of time. If the organisation produces a response that proposes bona fide closure of the matter - perhaps an offer, an explanation, apology, etc.. - and the stakeholder acknowledge closures on the matter, then the feedback is effectively neutralised.

    If mutual satisfaction, or at least agreement is not possible, our view is pragmatic. There are some issues that simply cannot realistically be resolved to the satisfaction of all stakeholders concerned - not inside of a month or even over years. However, the most important thing is for the registered ethical brand and the relevant stakeholder/s to be engaged in dialogue that demonstrates a healthy respect of the others' position and at the very worst recognise common ground. These outcomes too will effectively neutralise negative feedback.

    Nevertheless, if the stakeholder becomes unresponsive, unco-operative or otherwise chooses 'not to play anymore' then we will consider it neutralised for rating purposes. However, if the organisation chooses this path, then the negative weighting will cause a rating slide that may, or may not be stoppable - depending on the severity of the situation.

    
    
  • Rating Downgrades

    A rating downgrade does NOT mean that whatever license the organisation is currently in possession of is immediately suspended, revoked or forfeited. This would be impractical as some organisations will experience rating fluctuations while they implement any change and or whilst develop, or streamlining their internal procedures, which can also happen at any time. Any genuine, or authentic ethical brand can easily recover from a downgrade and take valuable lessons from the experience. A downgrade is a flag to the Sponsor and a call to respond to take urgent action in response to a particular situation.

    • An Ambiguous Rating

      If the registered ethical brand acheives a Genuine rating and is awarded a Full License and then its rating slips back to Ambiguous it is important to recognise that this essentially represents some loss of confidence on our part, which needs be regained - because a downgrade from a Genuine rating, to an Ambiguous one does not occur suddenly, or the moment some negative input enters the rating environment. The Sponsor and or his / her delegate(s) are alerted to negative feedback well in advance and it is taken for granted that 'someone' is monitoring the active feedback pipeline and is well aware that if the input remains unchecked for more than 30 days then it will result in a rating downgrade. A failure to respond will always eventually trigger a rating downgrade.

      Following a rating downgrade and depending on the circumstances surrounding it, Ethical Brand (International) may also issue an Advisory to the Sponsor and enter into a dialogue with him / her with a view to making some very specific recommendations, or offering some particular guidance or steps that the entity may wish to consider taking in order to regain our confidence and its Genuine rating. Again, a reasonable period of time that is proportionate to the scale and or complexity of the issue(s), will usually be discussed, negotiated and agreed in order to enable the registered entity to apply the remedies needed to neutralise the problems that are inhibiting its ability to demonstrate the characteristics of an authentic ethical brand.

      
      

    • An Other Rating: Nearing the Exit

      If the registered entity slips further, to an Other rating, then this reflects a far more serious loss of confidence on our part. At this point the registered ethical brand is facing a serious and possible immediate risk of having all of our supporting services withdrawn; its' license to use the ethical brand Identity® withdrawn; being barred from participating in the ethical brand Monitoring Program™ and removed from the register of ethical brands. The Sponsor is furnished with a formal Notice and an Advisory setting out our concerns and the conditions applicable to remaining in a registered ethical brand - if at all. In this case the Sponsor will need to take urgent action to respond to the issue(s) of concern and restore confidence by putting forward a compelling case to Ethical Brand (International) on why it should not be removed from the register of ethical brands.

      
      
  • Conclusion

    Of course, there is no Rating Game as such, but it is helpful to think about the ethical brand Process™ from this perspective. Our rating system is not perfect, or complete. In fact we don't expect it to ever be either of these things. Nevertheless, it does enable us to analyse a high volume of feedback in a very efficient manner. Therefore, we sincerely welcome any well-founded and articulate challenges and or appeals against our rating conclusions from any of our stakeholders. We shall continue to evolve and improve the ethical brand rating system as we go forward and to listen to, learn from and respond to your experiences, comments, suggestions, criticism and feedback - so that confidence in the integrity of the ethical brand Identity® remains at the highest possible levels at all times, because this is our top priority.

    • Legal Tangles

      If any feedback is, or becomes the subject of any legal action or threat, the relevant rating may be suspended until the matter is settled. However, in the event that the registered entity is, or becomes engaged in any legal action we may choose to suspend, withdraw or cancel its license to use the ethical brand Identity® pending the outcome of that legal action. There may also be situations where we choose not to withdraw, or cancel, but to downgrade, suspend or alter the terms and conditions of any license whilst continuing to provide some support services, until we are ready, willing and able to assess the potential impact of a particular situation on the integrity of the registered entity and or the ethical brand Identity®.

      
      

    • All Rights Reserved

      The standard processing delay period for negatively weighted feedback, as well as formal notice qualifying periods are all standardised at 30 days. However, we reserve the right to shorten or lengthen any of these periods where we feel this is appropriate or necessary to protect the integrity of the ethical brand Identity®; and in severe cases to suspend, revoke, cancel or withdraw any license and or services - with or without notice.

      We have gone to significant lengths and made a substantial investment in our methodology and approach and assuring the integrity of the ethical brand Identity® is central to these things. Some would argue that the lengths we have gone to in this respect are excessive. We don't think we have done any more than the absolute minimum necessary to instill confidence in the integrity of ethical brand licensees and much work remains to be done.

      We shall not hesitate to take any steps that we consider to be necessary, reasonable and appropriate against any entity that intentionally misreprents its ethical brand credentials or the ethical brand community in any way; that alters and or uses the ethical brand Identity® in any manner or setting that is not explicitly authorised by Ethical Brand (International); that attempts to manipulate its rating, or the rating of any other registered ethical brand by generating bogus feedback, or through any other dishonest means.

      We reserve the right to take whatever steps we deem necessary and appropriate to assure the integrity of all our intellectual property, which includes any and all methods, processes, designs, algorythms, copyrights and trademarks - regardless of whether these are registered, unregistered and or patentable. If you would like the right to use any of these things you must ask our permission first and this will never be unreasonably withheld.

    
    

• Off-line Channels

  Alternate channels may also be established to collect and process feedback in a variety of off-line settings (such as retail environments) and combined with manufacturer label promotions, warranty registration and other off-line communications and engagement initiatives. Each ethical brand off-line feedback channel is individually tailored to the needs and objectives of the registered entity, but based on the same principles as our online hosted collection and processing methodology to ensure consistent levels of quality and analytical integrity. Off-line channels are established and operated under the terms of an Extended License. For more information see Licensing.

• Technical Enhancements

  Some aspects of the feedback collection and reporting environments may be customised upon request. However, only requests from Full License holders will be considered. The standard feedback form may be extended to capture other relevant data - provided the existing components of the standard form remain unchanged in order to assure analytical consistency and integrity throughout the global network. Examples of other customisations and enhancements include dashboard reporting of performance indicators; the bespoke analysis of feedback and general reports as well as bespoke intranet and extranet portal assemblies.

• Monitoring Change

  There are many clichés about change, but almost any assertion, or notion that may be widely accepted as true today, can be shattered by one significant media-reported event tomorrow. In many respects, this simple truth defines the nature of the strategic choices and challenges facing many organisations today. Finding solid ground on which to build a viable long term strategy is becoming increasingly difficult as the entire world is slowly, but surely having to come to terms with escalating imbalances between demand and supply, rich and poor, linear and sustainable systems. Leadership is no longer the simple question of 'what to do' but 'what is the right thing to do'.

  The ethical brand Monitoring Program™ provides the most unique and compelling context for the collection and analysis of data that represents an important reference point for organisations that recognise the significance of these challenges. It not only adds a practical, day-to-day dimension to frontline decision-making that stimulates constant learning, but will almost certainly influence strategic choices. This makes the ethical brand Monitoring Program™ one of, if not the most important feature, or benefit of registering an ethical brand.Θ