Human Instinct LLC | Marketing and brand consulting

Human Instinct stick figure skips down the street

Want more
from marketing AI?

Trust Human Instinct.

Human-led yet AI-centric,

we partner with marketers

to elevate brands

and accelerate growth.

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Our Report on

Marketing AI

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A message from

our founder

AI is changing marketing fast. And while most of us agree the technology holds great promise, going all in can still seem risky. Lean on us to help support your team.

The marketing AI revolution is here.
Are you ready to perform?

Or is it time to face the music?

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Expertise that scales to you.

Human Instinct experts leverage AI marketing tools to enable its broad capabilities that support marketing teams of all sizes and across a variety of industries across the United States. Whether your company is just getting started or it's in the Fortune 500, we've got you covered.

Generative & Agentic AI Advisory/Training

We empower in-house marketing teams to work smarter, scale faster, and think bigger with the latest AI technologies.

Capability benchmarking
Marketing team boot camps
Scalable campaign processes
Agency roster rationalization
Change management

Content & Thought Leadership

We elevate your brand's subject matter expertise by creating and scaling proprietary content that informs and builds trust.

Brand editorial development
Executive ghostwriting and bylines
White papers and testimonials
Media training
Social media influencer management

Brand Positioning & Messaging

We help companies define who they are, why they matter, and how they’re different.

Brand audit and benchmarking
Positioning development
Audience persona development
Unified messaging frameworks
Brand identity design
Guidelines and management

Integrated Campaign Strategy

We design end-to-end campaigns that transform bold ideas into measurable, multi-channel programs.

Multi-channel campaign planning
KPI setting and dashboards
Playbooks for internal teams

Human-Centered

Creative

We believe the best B2B creative speaks to people, not just metrics, and we build campaigns that inspire action.

Campaign development
Visual and video assets
Templates and team playbooks
Affiliate and broker toolkits
Digital asset management tools

Revenue Alignment & Enablement

We close the gap between marketing and sales by aligning strategies, tools, and messaging.

Demand-generating campaigns
Sales enablement tools
Nurture programs and ABM
Buyer journey mapping
Playbooks for sales collaboration

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AI is supposed to be your partner. But is there a way to use AI to eliminate fake facts or hallucinations? Implement your AI strategy with an experienced team like ours to ensure the end result is measurable, memorable, and mishap-free.

How do you trust a partner that continues to lie to you?

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Bringing your vision to life.

Human Instinct is a collective of visionary marketers, creatives, cultural thinkers and other interesting people, all dedicated to crafting marketing that blends data-driven insight with powerful human storytelling.

Mark Johnson

PRESIDENT AND FOUNDER

A seasoned marketing leader whose bold marketing initiatives have earned headlines and disrupted markets throughout his career, Mark formed Human Instinct in 2025 to help restore the inspired craftsmanship that was once the hallmark of the marketing industry. He previously served as the top marketing executive both at Navistar and Clarience Technologies, after starting his career leading client teams at Leo Burnett, DDB and Y&R. He earned his BS from the University of Michigan and his MBA from the Kellogg School of Management at Northwestern University.

Our experience includes work with some of the largest companies in the United States and the world, operating in a variety of industries including automotive, transportation and logistics, consumer packaged goods and pharmaceuticals.

Past brand experience:

Generative AI used incorrectly will waste the time of everyone involved. To ensure you're engineering prompts effectively, you need to do more than train your AI. You need to train your team. We can show you how.

If your AI is out wandering, who is doing the wondering?

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The human-centric perspective.

We blend imagination with everyday intuition—because the best ideas are uniquely creative, insightful and relatable to your customers.

Human Instinct stick figures are sitting in a classroom

The more you know.

Insights from marketing metrics are powerful, but in isolation they may not be fully actionable. We will seek a broad set of existing data sources to supplement qualitative insights.

How much is twenty minutes worth to you?

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Schedule an introductory consultation with us today.

LET'S TALK

News, opinions, and ideas.

Technology is changing marketing at a dizzying rate and we have thoughts.

The $123 ad that frightens big agencies

Five years ago, producing a 30-second TV commercial was a serious undertaking.A team of producers, editors, colorists, and sound designers would labor for weeks — and the final bill would rarely land below $10,000. The biggest cost wasn’t equipment or even talent; it was time — time spent in the edit suite cutting picture, color correcting film, designing sound, and mixing audio for broadcast. Today, I made a similar 30-second spot — in a single day, without leaving my desk.