How people decide is more important than what brands say
I help organisations make better strategic decisions by understanding how customers actually choose
Karina Karn is a behavioural strategy consultant specialising in brand positioning and messaging rooted in consumer psychology.
She works with fast-growing companies globally in the B2B and SaaS sectors during critical growth phases, helping senior decision-makers gain clarity on how and why they win in the market and where to focus their commercial efforts.
She applies a structured positioning methodology and proprietary frameworks refined through a decade of senior marketing experience, decoding the psychological patterns behind buyer decisions and applying them to brand strategy.
This practice is the backbone of her work. It is the synthesis of her strategic consultancy, publications, masterclasses and research magazine of AB Press, all unified under the philosophy of The Karn Group.
Behind her Methodology
Brands are built on the psychology of human choice.
Positioning is not about what brands say, but how decisions are made.
By decoding how people perceive, categorise and choose brands, I translate those insights into defensible strategic positioning.
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“Karina gave me a high-level strategic perspective on my positioning and messaging, helping me understand how to build trust and authority with prospective clients. She shared clear, concrete actions to improve my website and increase consulting enquiries. A highly focused and valuable session.”
Kristina Kukec
Founder, Kristina Kukec