Brand and UX – what form does the overlap take
A topic that floats to the surface on a regular basis in my work is the relationship between brand and UX; an interesting, evolving and somewhat contested territory.
One way to think about brand and experience is as representing two different perspectives: the perspective of the business and the perspective of the people that use the service or product of that business or organisation. In the past they didn’t overlap as much as they do in the case of online service delivery (or service design generally), but as technologies and practices change some interesting tensions are coming into play [*]. There are two in particular that are recurrent for me at the present time.
The first is at the global organisation or company level, the territory of vision where things are strategic and frankly, largely abstract. The other is at local level, where you have the actual implementation of a specific, concrete project/touchpoint/service (it might be the implementation of one the strategies from the global above).
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