UX, the foundation of the modern brand

We’re living in heady times as UX designers. The industry is booming, demand higher than ever before. Every company – from globalised conglomerate, to budding start-up – wants (needs) a UX department. Those that aren’t investing in UX? They’re behind the times, they’re not up to scratch.

Why this sudden focus on an industry that for so long worked behind the scenes, almost anonymously? As the marketing landscape moves from the salesmanship of old, to a system better focused on customer loyalty and quality of service, ‘Experience’ has been pushed to the fore.

Be it User Experience, Customer Experience, or whatever you want to name it: marketing is an experiential game. Brands are differentiating themselves not through the underhanded sales and pricing techniques of old, but by simply providing a better service – a better experience.

But how close is this link between UX and brand power? UX is famously difficult to quantify at the best of times. From our own data, we’re finally able to prove just how important UX is in that relationship – a little something to show your boss perhaps.

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