Webinar: Telling a Heartwired Brand Story

Date: February 25th, 2022

Time: 9:00 – 10:30 AM PST

Location: Virtual

Curiosity and smart research about our priority audiences — the people whose support we need to achieve organizational goals — can help mission-driven organizations and entrepreneurs to accelerate progress. As change-makers, we may ask ourselves, “What do I want to say?” A foundational question we need to answer first: “What does my audience need to hear or understand in order to be motivated to act?”

This two-hour workshop will introduce participants to Heartwired, an approach to audience research and messaging strategy developed by Wonder: Strategies for Good. Together. We will explore how to apply that understanding to your organizational branding, messaging, and storytelling. The workshop will focus on the importance of understanding the mindset of your target audiences and ensuring that your organizational messages and communications meet the needs of your audiences. The workshop will include case studies and best practices from Wonder’s work with its social-change clients. The workshop would also include a mindset mapping exercise to help participants think through how their audiences are heartwired and how that connects to an organization’s branding, messaging and storytelling.


Robert Pérez is the founder and chief exploration officer at Wonder: Strategies for Good. The son of migrant farmworkers, Robert was brought up in Indio, California, and has dedicated the last 30 years of his life to working with people and organizations to achieve change within their walls and out in the world.

With support from the David and Lucile Packard Foundation, Robert and his long-time collaborator, Amy Simon, are co-authors of Heartwired: Human Behavior, Strategic Opinion Research and the Audacious Pursuit of Social Change, a strategy guide for change-makers. In Heartwired, Robert and Amy chronicle how the Heartwired approach to audience research and strategy has supported historic wins — from the freedom to marry for same-sex couples to making medical aid-in-dying a legal option for terminally ill people.

Previously, Robert was a senior vice president at Fenton Communications. When’s he’s not developing Heartwired strategies, Robert can be found out on an urban hike in San Francisco with his husband, Robert. Yep, two Roberts!

Wonder: Strategies for Good is a network of experts in messaging, storytelling, psychology and public-opinion research. We use audience insights to develop storytelling and messaging strategies that shape attitudes and influence the behavior of your target audiences. Wonder strategists have partnered with change-makers to make progress on some of the most pressing issues of the day — from advancing the freedom to marry for same-sex couples to making medical aid-in-dying a legal option for terminally ill people.

This program was made possible in part by the generous support provided by the Wells Fargo Open for Business Fund. Caravanserai Project is the recipient of a Wells Fargo Open for Business Fund award aiming to provide programs and services that support small business viability through growth, expansion, innovation, and increased productivity. Read more about this award.

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