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For The Challengers. The Rebels. The Innovators.

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Find out how Resonance combines the art of storytelling with innovation, behavioural science, data science and first-hand technology expertise to deliver business outcomes.

FOR THE DATA ECONOMY

We have entered a new epoch, one defined by data and AI. As industries increasingly rely on data to differentiate themselves from competitors and drive decision making, so too does the need for clear, precise, and impactful communication increase.

Resonance ensure messages are not only heard but resonate with the right audience, making them uniquely positioned to serve businesses in this transformative age.

 

tom-1"The intricacies of the data-driven landscape is written into the DNA of Resonance. We are built for the data economy."
WHY CHOOSE RESONANCE?

Our Approach

We pride ourselves on taking a unique and innovative approach to every project we undertake. Our team of experts combines their extensive knowledge and experience to deliver exceptional results for our clients.

Our Expertise

We have a deep understanding and mastery of our craft. Our team of experts brings a wealth of knowledge and experience to the table, allowing us to tackle any project with confidence and precision. 

We stay ahead of the curve by constantly staying updated on the latest industry trends and technologies. This enables us to provide innovative solutions that exceed expectations.

Our Vision

We envision a world where businesses thrive and excel, empowered by our innovative solutions and strategic approach. Our goal is to not only meet but exceed the expectations of our clients, helping them achieve their business objectives and stay ahead of the competition.

 

WHAT'S YOUR CHALLENGE?

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Every brand has its challenges, we're here to help.

Our specialists are at the forefront of cutting-edge advancements in artificial intelligence and cloud computing, staying ahead of the curve to deliver innovative solutions that drive tangible results for our clients.

With a proven track record of success, Resonance is your trusted partner for all your technical needs. 

Explore our solutions to your marketing challenges.
EXPERTISE

From AI to Cloud, Resonance proudly boasts a team of seasoned professionals with an unrivalled depth of technical expertise.

tom-1"In Tech PR we have a front row seat to the changing technology landscape. From Generative AI to Quantum, it's our job to insert our clients' voices into the narrative"

Our specialists are at the forefront of cutting-edge advancements in artificial intelligence and cloud computing, staying ahead of the curve to deliver innovative solutions that drive tangible results for our clients.

With a proven track record of success, Resonance is your trusted partner for all your marketing needs. 

Read our Case Studies
CASE STUDIES

Resonance works with the challengers, the rebels and the innovators. Read about some of our work.

BOOSTING AIVEN'S OPEN SOURCE CREDENTIALS

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Resonance built a campaign built around Github data to find new insights around contribution to open source by the hyperscalers.

THE NATIONAL MUSEUM OF COMPUTING

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Resonance raised the national profile of this Bletchley Park-based museum to drive visitors and publicise its important mission to preserve the history of computing.

Insights from Resonance

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News and views from the Resonance team.

Blog
Podcast
Research
RESEARCH:THE EXPANDING ROLE OF ANALYST RELATIONS IN THE DATA-DRIVEN BUSINESS LANDSCAPE

Data and insights have never been more crucial in a world plagued with uncertainty and complexity.

Resonance interviewed 100 analyst relations professionals and found Analyst Relations (AR) has become a central force that brings strategic, competitive edges to businesses.

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Claire-1"In a world where the only constant is change, how do tech brands stay one step ahead of the market? That's where Resonance comes in"
WAVELENGTH BY RESONANCE

Wavelength is our regular podcast bringing you influential voices in B2B technology from journalists to marketing leaders .

Listen to our episode where we interviewed Seb Moss of DataCenterDynamics on all things Data Centre-related

Seb Moss Wavelength

 
RESONANCE

Resonance is a B2B tech PR, AR and content marketing consultancy that helps brands grow.

Our passion and energy comes from the blurring of corporate reputation management and demand generation.

We are technology, business and communications experts made up of a team of computer scientists, journalists and marketing communication specialists.

Jess"Resonance is a group of technology, business and communications experts"

prcacouncil2023  CMS

Resonance is a proud member of the PRCA and holds its CMS accreditation. Our founding team members hold senior positions on the PRCA Council helping to share the future of the PR industry.

JOIN THE TEAM

We're always on the look-out for great talent to join the team. If you're an exceptional Account Director, Account Manager - or a grad looking to build a career in Tech PR - then get in touch!

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Find out more about our culture and the values that everyone who works for us embodies.

2 min read

Character vs. Capability: What’s More Important in Reputation?

Character vs. Capability: What’s More Important in Reputation?

The world is changing and – thanks to social media and the internet – we’ve never been more aware of things going on around us. Companies find it difficult to hide and have never been under more pressure to be transparent. But do people really care about what a businesses’ behaviour? To understand, I’m going to explain business capability and character reputation, why they matter, the differences between them, and use some examples along the way.

 

Capability reputations are focused on what a business can do. What skills, resources and capabilities does it have? It looks at the quality and performance of its operation. An example of a company with a high capability reputation is Amazon, they’re good at what they do and can deliver things on time.

 

Character reputation is the basis on which we assess how an organisation would behave in relation to its values and intentions. It looks at what a business is really like - a depiction of their internal characteristics. An example of a company with high character reputation would be Insomniac Games. They treat their employees really well. For example, they even offer new parents in the office a custom onesie, art books, toys, as well as a baby briefcase to help them stay organised. Showing how a company with great internal values can shine externally.

 

Character reputation is much more stable than capability reputation, this is because a business is in full control of their character. A business decides what their values are and how they plan to conduct their business. Character is the foundation which the rest of your reputation sits atop of.

 

Whereas capability is traditionally fragile because it is controlled, usually, by the ever-shifting public opinion. And because of the internet, it has never been easier for everybody to have an opinion about something.

 

Just because a business makes a mistake, has a lapse in judgement, or makes a bad decision, this doesn’t mean that they don’t have good character. Obviously, some mistakes are much harder to forgive than others. However, if they ensure that they have consistently good character, then mistakes can be considered out of character.

 

If a business makes a mistake on top of bad character, then this is a completely different story.

 

Plant-based milk brand, Oatly, recently came into trouble for doing just this. Their character was always perceived very well – they are good to their employees and they brand themselves as good for the planet. This all came tumbling down when it came to light that they were part of the continued deforestation problem in the Amazon. This resulted in an extremely negative outcry from the public and press, accused of ‘selling their soul’ by many, as they had branded themselves as sustainable and ethical – two things they definitely are not – and it seems likely their sales will be directly affected.

 

And this shows that having a strong character, and conducting your business in that manner, is important.

 

However, this doesn’t always ring true. To use Amazon as an example once more, they were recently in the news – again – following an employee walkout in the United States over inadequate pay. This also resulted in negative press and public outcry on social media but did not hugely affect their business. People continue to buy from them because it’s convenient, quick and they’re great at what they do – they have a fantastic capability reputation.

 

This raises an important question of just how much character matters if a business can still succeed – fully relying on their capability to do the job. Is this able to last? In an increasingly green and conscious society, maybe not, but Amazon seems to be doing alright.

 

What do you think?

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