Brand Is Experience in the Digital Age
While branding has been around since people began buying and trading goods, the definition has evolved in the Digital Age. Consumers now have a wider range of interaction with companies and greater choice in product selection. Today, brand is the holistic sum of customers’ experiences, composed of visual, tonal and behavioral brand components, many of which are shaped by interaction design.
Read more @ https://www.nngroup.com/articles/brand-experience-ux/