About Signal Theory and Resonance Branding Strategic Framework

Every Living
Thing Signals.

Birds do it. Bees do it. Humans do it too.


Sometimes it’s conscious. More often it’s unconscious. Either way, it’s called signaling. The most ancient and instinctive kind of communication there is. While human signaling is more subtle and complex than, say, a peacock’s tail, it remains a powerful indicator of intent, belief, identity and engagement.

We help people and brands connect in deeper, more meaningful ways by decoding, tuning and amplifying the signals that each sends to the other. This cuts through the noise to create a value exchange that resonates and builds trust for both. We do this through a strategic framework called Resonance Branding. It combines cultural systems analysis with data science, methods and principles from the social and behavioral sciences and the principles of human-centered design.

 

Through the lenses of culture, the social sciences and data, we understand how people think, behave and make decisions more completely. Through the principles of design, we act more meaningfully.

Our methodology is specifically designed to interpret not just the conscious but also the unconscious signals people send about their wants and needs, our methodology results in powerful solutions that resonate with connection, meaning and trust.

SOLUTION SPACE
 

Receive

  • Cultural immersion
  • Context setting
  • Market structure
  • Signal gathering

Interpret

  • User analysis
  • Needs identification
  • Empathy development
  • Signal relevance

Resonate

  • Explore ideas
  • Prototype solutions
  • Test resonance and iterate

Amplify

  • Activate/Launch
  • Measure
  • Optimize/Adjust
 
PROBLEM SPACE

Why resonance is so important now.

Trust is plummeting in America, in government, in institutions, even in each other. In this environment, real value exchanges in communication are more important than ever. Every signal counts. The brands that will win in the next decade will be focused on building social capital by creating trustworthy relationships and meaningful experiences. We are happy to assist.

Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2017-2018) percentage point change across the four institutions (TRU_INS). General population, 28-market global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical Appendix.

Overall change in trust of United States’ Government, Businesses, Media and NGOs from 2017 to 2018

Source: 2018 Edelman Trust Barometer. Trust Volatility Measure. The net year-over-year (2017-2018) percentage point change across the four institutions (TRU_INS). General population, 28-market global total. For more details on how the Trust Volatility Measure was calculated, please refer to the Technical Appendix.

This is who you’re dealing with.

We believe the best business relationships are built on trust, respect, accountability and a captivating amount of je ne sais quoi. Signal Theory is best with clients and co-workers who take the craft (but not themselves) particularly seriously.