Trump Cards and Brand Narratives: Creating Coherence From Fragmented Storytelling

In my consulting sessions, I explore a subject that fascinates me: storytelling.

The workshops cover how traditional storytelling techniques can be adapted for website production, video scripting, social media, internal and external communications, PR, crisis management, and even political speechwriting.

The problem, though, is that traditional storytelling frameworks can struggle in today’s digital landscape.

Audiences no longer follow linear narratives; instead, they engage with content shaped by algorithms, experience stories in mixed reality, and interact with narratives influenced by AI.

Stories now need to evolve in outward spirals of detail and insight, where each fragment holds enough substance to stand alone. Combined, they form a powerful narrative with a clear beginning, middle, and end.

Take customer journeys.

AI learns from each interaction, at each touchpoint, creating a more cohesive and personalised experience and adding value.?Each interaction expands on the last, enhancing depth and meaning.

This realisation, supported by research in my latest book, Practical Digital Marketing and AI Psychology, led me to develop what I call, The Resonance Spiral framework.

The Genesis Moment

Tomorrow’s marketing leaders process information differently from their predecessors. They don’t just multi-task; they multi-process.

To meet these needs, organisations require a new framework that aligns with human psychology and blends seamlessly with AI-driven engagement.

How the Spiral Works

The Resonance Spiral consists of eight phases, each capable of standing alone while contributing to the larger narrative.

Picture a spiral staircase—you can start at any level, but the higher and deeper you go, the more complete your view.

Here’s how the Resonance Spiral applies to a cybersecurity client:

1. Echo Moment captures a flash of vulnerability
2. Ripple Recognition expands it into organisational risk
3. Pattern Disruption challenges conventional security thinking
4. Vision Synchronisation aligns personal and corporate safety
5. Resistance Navigation addresses implementation concerns
6. Catalyst Moment offers an immediate action step
7. Spiral Expansion shows organisation-wide impact
8. Legacy Loop connects to future innovation

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Scaling Needs

Research shows:

• 73% of decision-makers first encounter brand stories through social media fragments.
• 82% of B2B buyers build their understanding through multiple channels.
• 91% of successful campaigns operate across at least five platforms.

The Resonance Spiral turns such challenges into advantages.

Repositioning, repositioning

Consider a B2B software company repositioning its brand. Rather than creating a single narrative, outwardly expanding elements spiral across channels:

• LinkedIn posts share Echo Moments
• Email sequences use Ripple Recognition
• Sales presentations leverage Pattern Disruption
• Website content spirals through all phases
• Customer stories complete the Legacy Loop

Applying the Spiral in AI and the Metaverse

Incorporating AI and the Metaverse into the Resonance Spiral enhances storytelling by creating personalised and immersive experiences.

AI tailors content and real-time analytics, allowing strategies to adapt to audience responses.

The Metaverse deepens engagement, enabling users to participate in virtual environments that reinforce brand messages and connect emotionally with narratives.

This dual approach engages audiences and helps brands deliver meaningful, user-centred content.

Trump – Sweet Talking Success

Now, let’s push the Resonance Spiral Framework’s boundaries further still with a hypothetical speech for Donald Trump’s re-election:

Title:

Make America Greater Than Ever – Vote for Real Change

1. Echo Moment: Acknowledges voters’ personal struggles, creating an emotional connection.
2. Ripple Recognition: Expands personal issues to national implications, highlighting broader risks.
3. Pattern Disruption: Challenges existing policies and conventional thinking.
4. Vision Synchronisation: Aligns individual safety with national prosperity, emphasising interconnectedness.
5. Resistance Navigation: Addresses potential concerns about changes, reassuring voters with a clear plan.
6. Catalyst Moment: Calls for immediate action, encouraging voter participation.
7. Spiral Expansion: Illustrates the wide-reaching positive impacts of proposed policies.
8. Legacy Loop: Connects current actions to future innovation and long-term success.

Here's the speech in full:

(1. The Echo Moment: Capturing Vulnerability)

"My fellow Americans, I’ve been travelling across our incredible nation, listening to your stories, from the heart of Ohio, where small businesses are struggling, to Florida, where parents are anxious about their children’s education, to Texas, where hardworking families worry about rising costs. I hear you. I understand your struggles."

(2. Ripple Recognition: Expanding into Administrative Risk)

"But these aren’t just isolated issues. When small businesses falter, our economy stumbles. When our schools fail, our future is jeopardised. Rising costs squeeze families, and unchecked immigration strains our resources. These problems ripple through our communities, threatening the very foundation of America’s prosperity and security."

(3. Pattern Disruption: Challenging Conventional Thinking)

"For too long, we’ve been stuck with the same old solutions that haven’t worked. Kamala Harris promises change, but her policies are more of the same—ineffective and out of touch. It’s time to disrupt these failed patterns. We need innovative approaches to the economy, immigration, and national security that truly put America first."

(4. Vision Synchronisation: Aligning Personal and Wider Safety)

"My vision aligns your personal safety with our national prosperity. By securing our borders, we protect American jobs and ensure that businesses can thrive without unfair competition. Investing in cutting-edge cybersecurity safeguards your data and our industries from cyber threats. When you’re safe, businesses flourish, and America prospers. It’s all connected."

(5. Resistance Navigation: Addressing Implementation Concerns)

"I know change can be daunting. You might be worried about how these new policies will be implemented. Under Kamala Harris, we saw delays and ineffective measures. But with my administration, we’ll navigate these challenges head-on. We have the best team, the brightest minds, and a clear plan to implement effective, fair policies that work for everyone."

(6. Catalyst Moment: Offering Immediate Action)

"Today, I’m calling on you to take action. This election is critical. Volunteer for our campaign, spread the word, and, most importantly, vote. Your vote is the catalyst for real change. Don’t let Kamala continue down the wrong path. Let’s make America greater than ever before—together."

(7. Spiral Expansion: Demonstrating Impact)

"Our comprehensive plans will create a ripple effect across every sector. We’ll see a boom in manufacturing, improved healthcare, superior education, and rock-solid national security. Each policy we implement will drive positive change, benefiting every American, in every community, from the bustling cities to the quiet heartlands."

(8. Legacy Loop: Connecting to Future)

"We’re not just addressing today’s challenges—we’re building a legacy for tomorrow. Investing in renewable energy, advancing technology, and enhancing education ensures that America remains a global leader. This is our legacy: a nation that innovates, leads, and never settles for less. We’re creating a future where our children and grandchildren can thrive and prosper."

(Closing)

"Together, we will overcome our challenges, seize new opportunities, and build a stronger, safer, and more prosperous America than ever before. This election is our chance to turn things around. Don’t let that woman take us down the wrong path. Let’s make history together—Make America Great Again, Again! Vote Trump on Election Day. Thank you, and God bless the United States of America!"

The theoretical speech demonstrates how the Resonance Spiral connects each part of the narrative to create a cohesive whole, even in fragmented storytelling landscapes.

Unlock Your Team's Storytelling Potential:

Free Workshop on the Spiral Framework

Are you interested in a free consultation on applying the Spiral framework for your team?

I’ll show your team how the Resonance Spiral builds on three of the world’s most powerful storytelling techniques.

Your team will gain the foundational skills to explore one of modern marketing communications' most engaging and essential aspects in under an hour - and it's free to the first group who applies.

Get in touch today to schedule a live session (UK) or a Zoom session (worldwide).