UX: The New Brand Leaders

Andrew Heaton wrote this must read article in where he explains the link between UX and branding and what the consequences are of the evolution in UX on our brand perception. I took a small sample of his article:

It’s time to take a giant step forward and realize we are the new brand leaders. Let’s consider a simple formula: Brand = Experience. Keep it simple, it’s not Brand = Experience minus time it takes to code, minus designers whim, minus hastily written copy deck, minus client fear.

Just this: Brand = Experience.

We, the UX crowd, are the new brand leads. We are the ones who will win battles and wars in customer perception and preference. Advertising leaves an impression, but digital interaction creates an immediate emotional state through functional creations.