Friday, June 2, 2017
3:30-4:00 pm
Hall C

How to Avoid the Pitfalls of Brand Positioning

To succeed today, brands must create both a rational and emotional connection. But to make a lasting cultural impact, these brands need to create a human connection. Human Branding works at unearthing deep human insights to create more human brands.

Leveraging our proprietary applied anthropology approaches as a tool, Human Branding is a unique business and brand consultancy. Our worldview is captured through the lens of applied cultural anthropology which enables us to see the world and human behaviour differently. We work to uncover the societal and unconsciously-rooted knowledge that shapes human behaviour. Headed by founder Johanna Faigelman, Human Branding's multi-disciplinary team's expertise in business development and strategy, as well as marketing and communications, enables us to truly understand and interpret the business impact of our work.

The result is that we are uniquely able to unearth the deepest, most powerful human insights and leverage them to create actionable marketing strategies. Through the discovery and application of powerful human insights, we can help to create more human brands.


Johanna Faigelman
Founding Partner and CEO, Human Branding Inc.

Johanna Faigelman is the founding partner and CEO of Human Branding Inc., an innovative market research consultancy that has pioneered the use of applied anthropology thinking to create game-changing business results for international clients across a wide range of industries. Johanna has close to 20 years of strategic brand building and customer insight experience, in addition to a graduate and undergraduate degree in cultural anthropology.


Sarah McNab
Partner and CSO, Human Branding Inc.

Sarah McNab is Partner and CSO for Human Branding Inc., an innovative market research consultancy that has pioneered the use of applied anthropology thinking to create game-changing business results for clients across a wide range of industries. Sarah has over 25 years of strategic brand building and customer insight experience from working internationally in a variety of roles in the client, agency, and research arenas. With this unique combination of marketing expertise, Sarah provides powerful and enduring brand and customer strategies to leading companies across the globe.