Resonance happens when an amplified information’s frequency matches another natural frequency of vibration. Because of matched vibrations, resonance is frequently associated with music. Behind the musical analogy, there’s a scientific explanation.

For example, when you pluck a guitar string, it vibrates depending on its length, how it’s wound, its mass, and how hard you plucked it. If another guitar string of the same length and tension is nearby, it will vibrate too, but at a lower amplitude because it has a different mass.

Once you step away from the science of resonance, think about it this way: two musical notes that sound more beautiful together than apart or water rippling across a pond. As a force, resonance can move fire, sand, and more. 

From a marketing perspective regarding resonance, consider those two notes that sound together and your messaging. First, marketers must pay close attention to the note their market plays and hear it clearly. Next, the marketer or advertiser must play a note that resonates with their target audience. Play the wrong one, and you risk alienating your market. Play the right one, and it will resonate, spreading farther and wider across your audience.

You can find that note by testing your messaging on a CulturePulse digital twin. For each message you test, your Resonace Score will tell you how much positive resonance your message has.