Research in behavioural economics and neuroscience have brought to light the fundamental role of automatisms in consumer choices: many of our decisions are taken without resorting to conscious thought (Daniel Kahneman’s “System 1”).
The key to the success of brands therefore depends on the creation of REFLEX ASSETS® which represent the automatisms the brand has succeeded in generating in the minds of its consumers.
These REFLEX ASSETS® can be of different types: