The idea that we make conscious decisions when it comes to brands is flawed. The most prominent thinker in this domain is Daniel Kahneman, who demonstrated that our mind has two systems of thought. System 1 is a fast, automatic and intuitive process, and one which we have little control over. System 2 on the other hand, is effortful, slow, and deliberative. Andrew Brent, former Barclays CMO and a Hot Topics Contributing Editor applied this idea to the way we make brand choices with Phil Barden, CEO of Decode Marketing.