Is a new-style event where we look into the impact of system 1 and system 2 thinking on how we choose and buy brands and how successfully brands have applied the principles, from advertising to design to brand experience. Phil Barden, author of 'Decoded. The Science Behind Why We Buy' and Sam Bompas, founder of Bompas & Parr who were in charge of the multi sensorial firework display on the South Bank at New Year. They will delve into the science and magic of why we buy.