About


Investing in meaning is good for business.

What's the key source of meaning?

Employees rated "a collective sense of shared purpose" as the most important way work feels meaningful.[1] Likewise, customers rated "shared values" as the top reason they buy from a brand.[2] 

Similarly, employees who find meaning at work are $9,078 more productive per year,[3] and more invested in improving customer experience, increasing sales by 20%.[4] 

Furthermore, when there's a shared purpose, 69% of employees are more likely to stay[5] and 89% of customers are more likely to remain loyal.[6]

Simply put, brand culture is the new competitive advantage.

Brand Culture Story = Alignment x Purpose

It's evident that employees and customers want to see your brand culture clearly expressed. 

The most effective way to do this is by getting to the heart of your brand culture story.

This isn't just a story you manufacture about your culture. It's being what you say you are, it's embodying your brand culture day in and day out. 

Your brand culture story aligns your internal and external brand around a shared purpose. It cultivates trust, evokes an emotional connection, and appeals to rational reasoning. Learn how to tell your story here.

By building your brand from the inside out, you compel customers not just to buy, but to believe. Engage employees not just to show up, but to thrive. Recruit top talent not to just apply, but to join.

About Dara Elliott

Hello, I'm Dara! 

I'm fascinated by the intersection of people, brands and purpose.

In my early career, this led me to hone my storytelling chops at top PR agencies, lead brand strategy at corporate powerhouses like Sephora and Swarovski, and to scale high growth startups.

While I learned to master the mechanics of ROI-driven, growth marketing, I wasn't particularly inspired by the brands I worked on.

In an effort to create meaningful work, I launched a direct-to-consumer apparel brand. While I derived meaning from the entrepreneurial learning experience, I felt disconnected to the brand I had built. I couldn't quite pinpoint this dissonance which perplexed me to no end.

This set me on a journey to understand how people find purpose...

I trained in CTI's renowned Co-Active® coaching modelI embarked on a self-study of branding, behavioral economics, and organizational psychology. Among the hundreds of business and psychology books I read, the ideas that resonated most were Simon Sinek's concept of 'Why,' Daniel Pink's work on intrinsic motivation, and Cal Newport's argument for mastery over passion.

Through this process, I found that both individuals and brands have a brand culture story.

Unlike growth marketing, this isn't the story you manufacture to generate results. It's being what you say you are, it's embodying your brand culture day in and day out. 

When I got to the heart of my personal brand culture story...

I got clear on my core values:

Learning - lead with curiosity, be open to feedback.
Connection - listen first, seek to understand.
Impact - see potential, cultivate change.
Joy - infuse fun, simplicity, and beauty.

I connected my innate strengths in brand strategy, communications, and public relations to my fascination with people, brands, and purpose.

And I honed my 'why' statement: to connect people and brands to their purpose so that we can all experience the joy of meaning.

With that, the Publicity Theory was born to help you and your brand connect to your purpose!

Dara Elliott | Brand Strategy, Internal Comms + PR ConsultantDara Elliott, Brand Strategy, Internal Comms + PR Consultant 

Dara Elliott

Brand Strategy, Communications + PR Consultant

CTI (Coach Training Institute) Co-Active Trained Coach, CPCC Trained Communication Coach


P.S. a few fun facts about me... 


City: San Francisco (previously New York, San Diego, Los Angeles).

Originally from: Burbank (grew up at this little donut shop).

Morning routine: Deeps breaths followed by a full-out solo dance party.

Fave workout: Jogging by the water while listening to business and psychology audiobooks/podcasts.

Happy place: Scenic walks or insightful conversations at bright, airy coffee shops.

Drink of choice: Smoothies, I'm obsessed with creating new concoctions!

Indulgences: California burritos (aka burritos with fries inside) and Haribo gummies.