How this is maintained
Separate. Agnostic. Transparent.
Where the framework came from, who maintains it, and what money cannot buy.
Brand & Signal was developed from decades of senior digital strategy, product, creative and technology work.
Kumu Agency helped originate the framework and is a founding implementation partner.
The framework is maintained separately from any agency, platform or vendor. Commercial relationships do not change how anything is scored.
The rules that hold
- Scores cannot be purchased, negotiated or removed.
- No organization is told its result before publication in exchange for anything.
- Evaluation is unsolicited and based on publicly observable evidence.
- Anyone implementing against the framework — including the founding implementation partner — is scored on the same evidence as everyone else.
- Where a commercial relationship exists with a scored organization, it is disclosed on the study.
Inclusion in a Brand & Signal benchmark is not an endorsement, and the organizations evaluated are not clients, sponsors or partners of the benchmark. Evaluation is unsolicited and based on publicly observable evidence.
Any organization may request a correction. We review the evidence, and where a factual error is confirmed we republish with a dated change note. Corrections address factual accuracy only — scores cannot be purchased, negotiated or removed, and no commercial relationship changes a result.