Author: Karina Karn

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Karina Karn, MSc, is a Spanish-British brand strategist whose work is driven by a single, powerful question: How are brands chosen? Her search for the answer led her into consumer psychology forming an innovative perspective rooted in behavioural science, going beyond generic marketing agencies. Her work makes the invisible triggers of human decision-making actionable for brands. Her academic foundation, which includes a Master's degree from a leading European university, has been pressure-tested in the world's most demanding environments. She is a sought-after expert for the NewtonX network, trusted by Fortune 500 brands, a regular voice on London's keynote stages, broadcast media and magazine contributor.

How Brands Build an Egregor

Branding

The Invisible Force Behind Iconic Influence In the world of marketing, we often talk about brand equity, community building, or loyalty loops. But behind every iconic brand lies something far more powerful – something energetic, symbolic, and archetypal: the Egregor. What Is an Egregor in Branding? An Egregor is a collective energetic entity formed when a group of people pour their attention, emotion, and belief into a symbol, idea, or identity. In ancient esoteric traditions, it was known as a thoughtform. In modern marketing terms, it’s the invisible soul of a brand, the reason people tattoo it on their bodies, defend…

Why Sensory Science Shapes Every Consumer Decision

Consumer Insights

Long before modern marketing existed, philosophers and scientists attempted to explain how humans translate raw sensation into meaningful perception. As early as the eleventh century, scholars described the senses as gateways through which the world enters the mind. Today, behavioural science and consumer neuroscience reveal the depth of that truth. Every brand interaction begins with a sensory event that triggers a measurable response in the brain. Our senses contain specialised neurons called receptors. These receptors convert physical energy from the environment into electrical signals, a process known as transduction. Once these signals reach the brain, they are interpreted as colour,…