Wolff Olins' Strategy Director, Mary Ellen Muckerman on putting UX at the heart of company culture

"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