Editor's note: Charles Young is founder and CEO of research firm Ameritest.

One consumer-centric way of organizing our thinking about the rapidly evolving media landscape is to use a framework that’s based on the widely read work of the Nobel Prize winner Daniel Kahneman. In his book, “Thinking Fast and Slow,” he discusses two important ideas. First, the difference between two processing systems in the brain – System 1 (fast system) and System 2 (slow system). Second, the difference between our experiencer self and our remembered self.

If we put these ideas together, we get a mental framework that looks like the one shown in Figure 1. If we just look at the differences on the left side of this grid, System 1 versus System 2, we simply have a reinterpretation of the classic division between low-involvement and high-involvement (or lean-back versus lean-forward) media. Basically, it’s the difference between watching TV or scrolling through an Instagram feed (System 1); versus reading a newspaper or magazine article – or an Amazon review (System 2).

But if we put that idea together with the differences between an experience and the memory of that experience – the part of the grid on the right side – we can get some clarity and insight into the different roles that different creative content and different media platforms and ad formats play in the brand-building process in the customer’s mind.

From a creative point-of-view, System 1 is the key to a visual-centric, filmmaker’s worldview, while System 2 is the key to the writer’s world. Both are growing.

In a world where everyone has a camera full of memories in their pocket – on my iPhone I have 20,000 still photographs and 700 short videos of my life experiences – it’s easy to see that we are now living in a visual world of communication.

But just as we learned in kindergarten, communication always comes down to show-and-tell. F...