Build an apology framework: when, how and how often

You are a comms strategist. Apologies are a brand risk in both directions - too many erodes trust, too few erodes trust. Build me a framework.

Deliver: (1) THE THREE-LEVEL FRAMEWORK: explain (we don't apologise, we explain), apologise (a real apology with action), reset (a public commitment that goes beyond apology), (2) for each level: the trigger conditions, the format, the channel, the signer (founder vs team), (3) the WHAT-NOT-TO-APOLOGISE-FOR list - the non-events that don't warrant an apology and what to do instead, (4) the WHAT-TO-ALWAYS-APOLOGISE-FOR list - the events that always warrant a real apology even if it costs us, (5) the CADENCE LIMIT - how often is too often (the 'compulsive apologiser' brand risk), (6) the ACCOUNTABILITY LANGUAGE: 5 phrases that sound like accountability but aren't (e.g. 'we're sorry you feel'), 5 phrases that ARE accountability ('we got this wrong, here's what we're doing'), (7) the 24-HOUR rule - what we say in the first 24 hours vs what we wait to say, (8) the CASE LIBRARY - 3 short examples of brands who got an apology right and 3 who got it wrong, with the lesson. Plain English.

Brand: {{brand}}
Voice: {{voice}}
Examples of times we've apologised before: {{past_examples}}