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ResonanceThe Invisible Hand of Marketing
Traditional way of Marketing was not working for us
A Journey intoa new kind of
Marketing
Resonance with others starts withresonance in yourself
Cara Jones founder
“We raised three times what we have ever netted before.”
“Storytellers for Good has been our most successful marketing tool.”
“A transformative experience for our organization.”
Growth + Client Impact
What Amplifies Resonance? Outcomes like...
Relevant +Relatable Language
What I do + say is aligned with
who I am
Clear purpose + customer value
BRAND INTENTION
BRAND EMBODIMENT
INTEGRATEDMESSAGING
Key ingredient in the new brand paradigm
INSPIRATION
GROUNDINGWHO you work with
WHY you care about your business
Brand Intention consists of knowing...
WHAT you offer(+ outcomes)
HOW you achieve outcomes for others
BRAND UNCERTAINTY
Which Behaviors Unintentionally Create Dissonance?
BRAND EMBODIMENT
INTEGRATEDMESSAGING
Resisting uniqueness +
focus
WHO does she work with?
HOW she works:WHY she cares:
WHAT is her offer + impact?
INSPIRATION
?GROUNDING the public?
organizations?
Journalism, crafting stories, coaching
Cara believes thatthe stories we choose to tell shape our culture
what is her service?what’s the impact?
BEFORE = Brand Uncertainty
Leaving out elements of inspiration
or grounding
Resisting uniqueness +
focus
BRAND UNCERTAINTY
BRAND EMBODIMENT
FRAGMENTEDMESSAGING
Which Behaviors Unintentionally Create Dissonance?
Which stories to tell in messaging?
Leaving out elements of inspiration
or grounding BRAND DISHARMONY
Which Behaviors Unintentionally Create Dissonance?
Drivingagenda without including other
voicesFRAGMENTEDMESSAGING
BRAND UNCERTAINTY
Resisting uniqueness +
focus
Key behavior to watch in the new brand paradigm
How most people see the cause of Brand Disharmony
“BAD” VOICE “GOOD” VOICE
Another way to look at it
A dominant part takes over
Harmonizing the parts
Dismissed voice:“I want to share my deeper inspiration.”
Fear loss of old identity & $:“I feel safe as a reporter. Who am I now? Is this a viable business?” Dismissed voice:
“I want to create powerful stories that make people feel.”
Giving key internal
stakeholdersa voice
BRAND INTENTION
BRAND EMBODIMENT
INTEGRATEDMESSAGING
Which Practices Encourage Resonance?
Key practice in the new brand paradigm
the “Reporter” in the dominant role
VulnerableSpeaker
Soulful Interviewer
REPORTER“I know how to craft a story & bring money in. Just do what I say.”
The curious paradox is that when I accept myself just as I am, then I can change.~ Carl Rogers
Reporter
Soulful Interviewer
Vulnerable Speaker
GIFT: Story Crafting
GIFT: Deep Listening& Inquiry
GIFT: Authenticity& Connection
Intention-Setting+ Value Testing
BRAND INTENTION
BRAND EMBODIMENT
INTEGRATEDMESSAGING
Which Practices Encourage Resonance?
Giving key internal
stakeholdersa voice
WHO she works with:
HOW she works:WHY she cares:
WHAT she offers + impact:
INSPIRATION
GROUNDINGNon-profits that want to demonstrate the power of their good work & raise $
A team of passionate journalists creating “stories that feel” (journalism, coaching, video)
Cara believes that the stories we choose to tell shape our culture
Mini-documentaries that increase investment dollars+ # of supporters
AFTER = Brand Intention
Which Practices Encourage Resonance?
Giving key internal
stakeholdersa voice
Intention-setting+ value testing
BRAND INTENTION
BRAND EMBODIMENT
INTEGRATEDMESSAGING
Including humanity +
practical impact
Expanding from strong inner foundation
When our words, actions, and behaviors are in harmony, wisdom and authenticity emerge.
~ Angeles Arrien
deepening connection in the marketplace
