The human brain is a complex and utterly fascinating thing. For many years, marketers and researchers have tried to understand the mechanism behind consumers’ behavior and thinking. The old thinking assumes that individuals make choices as a rational agent, taking into account all available information, potential costs and benefits when making a decision. As this might be the case for very distinct decisions and purchases, often those that are high in cost or bring a lot of risk and uncertainty, anyone can easily see that we act irrationally in many other situations. Evidence from neuropsychology teaches us that people make decisions based on two different processes or even referred to as systems. Type 1 processes are intuitive, fast, unconscious, automatic, effortless and error prone; while type 2 processes are slow, conscious, controlled and require a lot of effort. Get your download via www.insites-consulting.com/paper/how-to-sharpen-your-brand/.