Research in consumer psychology and branding suggests that choice is driven largely by fast, intuitive System 1 processes—automatic judgments built from emotion, familiarity, and simple cues—rather than slow, rational System 2 analysis (Drăgoi, 2024; Kahneman, 2011; Venkatraman, 2020).

This article re-centers brand strategy around that reality. You’ll learn:

What positioning really means in the customer’s head

Why emotion, story, and distinctiveness drive brand choice more than clever taglines

How mere exposure and recognizable brand assets make you “easy to pick” (Walvis, 2008; Sharp, 2010).

A practical step-by-step activity to craft a one-line positioning statement people can actually feel

A short FAQ to clear up common confusion