Economists, Psychologists, Marketeers, Researchers... we’ve all been thinking about how people relate to brands.

Higher Order Cognitive Reasoning has long been identified as a defining characteristic of human life. This ‘System 2’ thinking has helped to propel all sorts of industrial and technological development.

System 1 is more instinctive and it's been proven to govern most brand decisions. System 1 measurements can now be harvested in a feasible, commercial manner.

TX has developed its Brand eXchange Power System through a collision of better Measures (Seduction & Persuasion) and better Measurement (System 1).

The benefit of System 1 is the capture of people’s heartfelt responses to brands.