At the most basic level we are in the business of communication, because ethical branding - like mainstream branding - is
fundamentally a communications challenge. One major difference between ourselves and a traditional branding agency is the
fact that we don't service clients that are not genuinely committed to 'doing the right thing'. We welcome your interest in our services.
Together we most certainly can make a difference.
We ask all commercial enquirers to first register as an
ethical brand. That is not a public statement - in fact we have very strict policies concerning confidentiality
- but a
declaration to Ethical Brand (International) that yours is an ethical brand. Provided the enterprise is not a non-starter we
generally accept this declaration at face value.
Our core business is focused on empowering authentic ethical brands to simply and succintly distinguish
themselves, their services and their products from all 'others' in any market. Everything we do essentially revolves around the
validation, or authentication of enterprises that recognise the commercial potential of being recognised as
de facto ethical brands. This fundamental aspect of our overall approach has been distilled into an unobtrusive
website graphic/plugin. Each ethical brand is essentially activated by installing this on its
website, which connects each registered ethical brand to our
monitoring program.
During registration we offer the choice of two entry level Service Plan Options.
Our Basic Service Plan is Free and the other costs $450.00. Both include a Limited License to display the ethical brand Identity® on your website
using these icons. Registering
does not oblige you to display the ethical brand Identity® unless or until you and your enterprise are good and ready to do so. More details
about the process of registering and activating an ethical brand are available in Getting Started.
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You may be committed to 'doing the right thing', but does your
organisation know what that means? Does it have the clarity and feel that it has the practical support it needs to
actually 'do the right thing'? Does it have the right policies, procedures and resources to do so?
Does it have explicit permission? Authentic ethical brands are not only ready and enabled to make
consistently accurate interpretations about what 'doing the right thing' actually means, but empowered to do so.
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We offer quality advice and support to registered ethical brands who feel they need it. The nature of these
services reflect our committment to ensure that your decision to become recognised as an authentic ethical brand is
fundamentally enabled and that it delivers an exceptional return on your investment.
Typically, the smaller the enterprise, the easier it
is to clarify and implement an ethical brand, but the larger and or more complex, or geographically dispersed an organisation is,
the greater the effort required to ensure that authenticity is widely understood, established and maintained. We can
help you to ensure that your ethical brand gets off on the right foot and stays there.
The services outlined here are available directly from Ethical Brand (International). We are also attracting a global network of
suitably qualified consultants across a wide range of relevant skills and disciplines to join the ethical brand Associate Professionals™ network, which is
being positioned to service the vast majority of demand for these services, directly.
Each ethical brand Associate Professional™ is not only a qualified expert in his or her field, but a fully authenticated ethical brand in their own
right, which means they have demonstrated their commitment to excellence in ethical brand as follows:
Registered and activated their ethical brand
Achieved a Genuine rating during the Qualifying Period
Granted a Full License to use the ethical brand Identity® beyond the web
Inducted into and familiarised with all aspects of the ethical brand approach
Accredited as an ethical brand Associate Professional™ authorised to advise and assist other ethical brand licensees
The first draft of individuals are registering now. Their details will be accessible in a searchable online directory
as soon as they have completed the above. Meanwhile, we will endeavour to provide you with any support you require.
We offer a number of ready-made service packages that will help any size organisation, anywhere, kickstart
its ethical brand initiative through a diagnostic approach that commences by engaging key stakeholders and
culminates in a blueprint for implementation.
Pre-Activation Diagnostic (PAD)
If you would like us to help you prepare your organisation for ethical branding and to clarify what 'doing the right thing'
actually means in your environment then you should consider our Pre-Activation Diagnostic. This clearly identifies all of
the relevant Issues, Opportunities and Risks (IOR) associated with the decision to position as an ethical brand, and
generates specific guidance and recommendations to consider prior to going live, or activating your ethical brand.
The deliverables of a PAD provide a good reference point for approaching and
managing the implemention, or activation of your ethical brand. There is some flexibility in the final composition of these
packages, but they are adequate for most environments.
PAD - Small to Medium Enterprise
Review current Brand Strategy | Policies | Procedures
3 x Owner / Management Interviews
4 x 15-20 min Internal Interviews
10 x 10-15 min External Stakeholder Interviews
1 x Internal Top to Bottom Mixed Workshop
Report IORs and Recommendations
Price: US$ 8,250*
*Excludes local taxes, transport and accommodation.
PAD - Medium to Large Enterprise
In large multi-national environments, this package should be repeated in each country where the organisation
retains a meaningful level of personnel.
Review current Brand Strategy | Policies | Procedures
5 x Senior Executive Interviews
10 x 15-20 min Internal Interviews
20 x 10-15 min External Stakeholder Interviews
1 x Facilitated Workshop with Senior Executives
1 x Internal Top to Bottom Mixed Workshop
Profile of Competitive Environment (light)
Report Recommendations
Price: US$ 15,750*
*Excludes local taxes, transport and accommodation.
Implementation Support
We can project-manage the entire effort of preparing for and implementing your ethical brand for you.
Our approach ensures that all key stakeholders are properly introduced to what being an ethical brand actually
means as well as generally identifying deliverables, assigning resources, managing schedules and budgets;
keeping key stakeholders informed of issues; preparing relevant project documentation and supporting the scheduled
delivery of all relevant internal and external communications as well as other relevant activities.
The aim is to engineer a seamless transition of the organisation into ethical brand mode, with strong internal
buy-in and support delivered through lunchtime Q&A's, secure only forums and other ad-hoc communication initiatives
which generally ensure there is exceptional clarity about what being an ethical brand means at all departmental, if not
role levels. The switch should be perceptible and culminate in an event, such as a switching day and generally
conducted in a manner that respects the culture of the organisation.
Budgeting
Timescales and costs vary dramatically from one setting to the next, so it is impossible to estimate this
without a formal statement of requirements. If you think you are going to require Implementation Support
from us then it is extremely helpful if we have conducted a Pre-Activation Diagnostic for you, as this
provides us with all of the insight needed to provide you with good guidance on the following:
Alternatively we may need to charge you a fee to produce a statement of your requirements and a budget.
Post-Implementation Support
We are also able to provide you with ongoing support for your ethical brand initiatives in a number of
areas.
ethical brand Process™ Support
Supply Chain Monitoring | Reporting
Partner | Loyalty Programming
Insight Research
Frontline Service Training
Issue Management
Initiative Development
Mentoring Program
Coaching
We employ insight, creativity and technology to enable and communicate the authenticity of your ethical brand. We have
extensive experience in the conceptualisation, planning and execution of digital media, which means we can help you to adapt,
optimise and leverage your existing approach to achieve your authentic positioning objectives, but we can also help you
to completely reinvent your brand or conceptualise and deliver an entirely new proposition too.
The services outlined here are available directly from Ethical Brand (International). We are also developing a global network of
suitably qualified, independent service providers with expertise in all of the Media Service areas (set out below), to join the
ethical brand Associate Professionals™ network, which is being positioned to service the vast majority of demand for these types of services, directly.
Each ethical brand Associate Professional™ is not only a qualified expert in his or her field, but a fully authenticated ethical brand in their own
right, which means they have demonstrated their commitment to excellence in ethical brand as follows:
Registered and activated their ethical brand
Achieved a Genuine rating during the Qualifying Period
Granted a Full License to use the ethical brand Identity® beyond the web
Inducted into and familiarised with all aspects of the ethical brand approach
Accredited as an ethical brand Associate Professional™ authorised to advise and assist other ethical brand licensees
The first draft of individuals are registering now. Their details will be accessible in a searchable online directory
as soon as they have completed the above. Meanwhile, we will endeavour to provide you with any support you require.
These are the service areas:
Turnkey WWW
Web | Intranet | Extranet | Microsites | Portal
Design | Architect | Develop | Host | Maintain
Content Production | Management
E-Commerce
Systems Integration
Project Management
Creative
Digital Marketing
Insight Analytics / Strategy
Search Engine Strategy
Social Networking | Blogging
Buzz | Viral
Email List Acquistion / Management
Emerging Media
Campaign Management
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