PurpleList Podcast Episode 12: Why Brands Should Focus On The ‘Why’

PurpleList Podcast Episode 12: Why Brands Should Focus On The ‘Why’
Advertising

We sat down with Google's SVP of Strategic Planning Abigail Posner to discuss our fascination with the familiar and creating meaningful brand experiences

Emily Wasik
  • 1 july 2017

Analyzing the “why” factor and looking beneath the surface of human behavior is what Abigail has spent her lifetime doing, dating back to her elementary school days. More recently she did so in the agency realm for Publicis and DDB New York, and now leads a team of senior strategists inside Google’s ZOO, a global creative think tank partnering with agencies and C-level marketers. There, her team develops highly strategic and creative brand solutions for the digital space based on strong insights with global brands ranging from Warner Bros to Fed Ex to Heineken.


What’s more, she even authored a series of studies called Humanizing Digital which is an industry-first thought leadership series based on anthropological research on human beings’ deep, emotional relationships with the digital space.

We sat down with her to pick her brain on our fascination with the familiar and how the saying “don’t focus on the product, but the experience” isn’t necessarily true.

Analyzing the “why” factor and looking beneath the surface of human behavior is what Abigail has spent her lifetime doing, dating back to her elementary school days. More recently she did so in the agency realm for Publicis and DDB New York, and now leads a team of senior strategists inside Google’s ZOO, a global creative think tank partnering with agencies and C-level marketers. There, her team develops highly strategic and creative brand solutions for the digital space based on strong insights with global brands ranging from Warner Bros to Fed Ex to Heineken.

+advertising
+anthropology
+Brand Development
+Brand Development
+Consumer behavior
+consumer goods
+experiential marketing
+Experiential Marketing
+Google
+Market Research
+podcast
+technology
+USA

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.