Signal Theory, an advertising agency focused on leveraging behavioral science, has released groundbreaking research that challenges brands to move beyond technology-driven targeting and reconnect with timeless human wants. The report, titled, “The Power of Comfort, Joy and Meaning in Branding” introduces The Human Resonance Score, a proprietary metric that measures how brands emotionally and cognitively resonate with consumers through three core dimensions: Comfort, Joy and Meaning.

The research reveals a stark disconnect: While 88% of Americans see marketing messages from the same brand across their digital ecosystem, only 24% feel that these messages fit their lifestyle. With 78% of consumers feeling overwhelmed by brand messages, the path forward isn’t more targeting – it’s deeper resonance.

“CMOs have more targeting technology than ever before, but measuring what truly drives connection has remained a challenge,” said Samantha Scantlebury, Senior Director, Brand Strategy at Signal Theory. “The Human Resonance Score gives marketing leaders a proven framework that takes the guesswork out of brand building. It’s a predictive tool that correlates directly with repurchase intent, loyalty and advocacy.”

Based on responses from 1,500 U.S. consumers, the research identified critical patterns:

Connection Drives Results: Comfort strongly drives repurchase intent, Joy drives word-of-mouth recommendations and Meaning drives brand advocacy.

Key Findings:

• 72% want brands that truly resonate with them
• 66% ignore messages due to lack of relatability
• Only 19% regularly see marketing that aligns with their personal values

What This Means for Brands
The Human Resonance Score provides a competitive advantage by understanding brand strengths across Comfort, Joy and Meaning; benchmarking against competitors; aligning strategies with consumer wants; and driving measurable growth through deeper resonance.
Signal Theory offers custom Human Resonance Score assessments for brands. Download the full research report.

NOTE TO MEDIA: Data may be reproduced when cited: “The Power of Comfort, Joy and Meaning in Branding” Signal Theory Human Resonance Score Research Report, ©2025 by Signal Theory. All rights reserved.

Access the full media kit, including infographics of key research findings.

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