Over the course of careers that have encompassed newspaper journalism and magazine startups, ad writing and strategy, television, radio and real estate, we’ve always focused on stories – the facts of the matter, and the feel of it, too Today, we continue to bring a journalist’s passionate curiosity to finding useful, emotional, detail-oriented content that tells brand stories in ways that never fail to entertain, inspire, and keep people wanting to know more.
We first worked together in the ‘90s, marketing resort destinations and developments just as the boom was gathering its awesome momentum. As leaders in the marketing of luxury real estate, we enjoyed a privileged vantage point on the rise of millions of new millionaires and a boom in conspicuous consumption during a period of uncommon prosperity. We were part of a movement that transformed the concept of homes from places to live into the ultimate collectible – branded second, third or even fourth homes that both the affluent and the aspiring clamored to buy.
Our front row seats helped us see that the party was ending, too. While the aspiring and newly affluent were elbowing to buy a Trump Tower condo in Waikiki or Sunny Isles, the truly wealthy were largely absent from the scene. As marketers, we were fascinated. It seemed that just as more Americans than ever were “rich”, the truly rich had moved on. It was time to go.
Parallel to our adventures in real estate, Resonance principal Chris Fair was on a path that led him, among many other places, to a Masters of Technology in Studies of the Future at the University of Houston, which he applied in New York, authoring studies on affluent consumer behavior for the Luxury Institute. Resonance principal Dianna Carr’s journey has taken her to ad agencies, magazines, radio and television, where she learned the subtleties of language in every medium, old-school and emerging. Companies that have called on her skills include Nike, Four Seasons, Seagrams, Raffles, CTV, CBC, Intrawest and the City of Vancouver, among many others.
Today, our refined blend of logic and magic is complemented by a multi-disciplinary team of graphic designers, writers, filmmakers and web developers who work together to build the tools that connect communication strategy with the story you need to tell prospects, customers and communities. Together, we find the right mix of strategy and story to grow awareness, move people and influence perceptions. That’s a skill that never gets old.
Download Chris' Bio (PDF)
Download Dianna's Bio (PDF)
"Resonance has expert knowledge of the luxury sector and is able to apply their creative minds and marketing skills to defining luxury, business drivers, consumer dynamics, and brand value."