Brand Dummy Toolkit
Build resilient, credible messaging with our suite of academic-informed resources
The Brand Dummy Toolkit is a practitioner‑ready suite of diagnostic frameworks designed to help organizations build resilient, trustworthy communications. In today’s volatile environment, brands face scrutiny from every angle—regulators, activists, consumers, and investors. The toolkit equips leaders with structured, easy‑to‑use tools that transform abstract reputational risks into actionable insights.
At the core of the toolkit are three flagship frameworks: the Pressure Test Grid (PTG), the Green Messaging Audit (GMA), and the Sustainability Storytelling Framework (SSF). The PTG provides a broad resilience check across brand identity and messaging, while the GMA focuses specifically on sustainability and ESG claims. The SSF complements these diagnostics by guiding organizations in crafting credible, emotionally resonant sustainability narratives built on sincerity, transparency, ownership, relevance, and yield. Together, they offer a comprehensive lens for evaluating credibility, resilience, and storytelling under scrutiny.
The Brand Dummy Toolkit is designed for practical application—whether validating campaigns before launch, reviewing annual reports, or providing board‑level assurance. By embedding these tools into routine governance, organizations move from reactive crisis management to proactive trust‑building. The result is a brand that communicates with clarity, credibility, and resilience, even under the most intense scrutiny.
Buy individual toolkits separately or all of them at a single low price point.
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Pressure Test Grid
CA$149
The Pressure Test Grid is a diagnostic framework designed to evaluate how brand messaging performs under stress. By mapping communications against four dimensions—clarity, credibility, consistency, and resilience—the grid simulates scrutiny from regulators, activists, consumers, and investors. It helps leaders identify strengths that reinforce trust, vulnerabilities that require monitoring, and exposures that demand urgent intervention. The PTG transforms abstract reputational risk into a practical matrix, enabling organizations to anticipate challenges and strengthen messaging before crises occur.
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Green Messaging Audit
CA$199
The Green Messaging Audit is a companion tool focused specifically on sustainability and ESG communications. It applies the same four dimensions—clarity, credibility, consistency, and resilience—but targets the unique risks of greenwashing, regulatory fines, activist critique, and consumer skepticism. By scoring claims across these stressors, the audit provides a snapshot of credibility that can be tracked over time. Its purpose is not to punish ambition but to ensure sustainability messaging is transparent, verifiable, and aligned with authentic behaviour, turning ESG commitments into durable trust assets.
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Sustainable Storytelling Framework
CA$199
The Sustainability Storytelling Framework (SSF) is a standardized communication methodology designed to help organizations craft credible, emotionally resonant sustainability narratives without falling into greenwashing. Built on five pillars—Sincerity, Transparency, Ownership, Relevance, and Yield—the SSF guides brands in balancing ambition with authenticity. It provides a structured way to connect ESG commitments to consumer identity and tangible impact, ensuring that sustainability stories are both inspiring and defensible under scrutiny.