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

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.