Andrew Heaton argues, at Johnny Holland Magazine, that User Experience practitioners are the brand leaders:
Let’s consider a simple formula: 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.
Brand is emotion and effects living inside your phone or laptop and we are the creators of that connection. We are tasked with defining the tangible and real versions of brand interaction.
Digital is where consumers start, how they advocate and where they go for problems and all branded interaction is moving to digital.
Let me rephrase that: All branded interaction is digital. Period.
Click here to read the full article at Johnny Holland.