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