"Consumers who experience good UX online don’t switch off their expectations when they switch off the computer."
"The height of this relationship is co-creation, where consumers are engaged to create the product or services themselves."
Sounds a lot like designing a brand strategy to me. This thinking (from a brand agency) demonstrates my theory that brand design and UX design are merging in to the same thing. Which begs the question; who should be creating digital brands? Brand designers or UX designers?
Read the full article over at Fast Co Design